Index Exchange, LiveIntent, OpenX, and Rocket Fuel also join the initiative to help advertisers leverage the open advertising marketplace
As Facebook and Google continue to run away with the chunk of advertising revenues, open internet inventories are staring at losing the plot. Now, programmatic and header bidding solution providers are joining force to help advertisers leverage the open advertising marketplace. AppNexus, LiveRamp™ – an Acxiom® company – and MediaMath have announced the launch of an open, technology industry consortium to make people-based marketing widely available within programmatic channels. Additional companies initially joining the consortium are Index Exchange, LiveIntent, OpenX, and Rocket Fuel.
How will the consortium help advertisers?
By joining forces, the three ad tech companies aim to create a standard identity framework that enables buyers and sellers of programmatic digital advertising. It will help advertisers in creating more relevant campaigns and improve the consumer experience. Currently, Google and Facebook, or marketing stacks like Adobe Experience Cloud and Oracle Marketing Cloud, provide these capabilities only across their properties or inside their marketing stack.
Adding identity resolution to programmatic advertising helps marketers to deliver more relevant content and enhances the consumer experience.
Brian O’Kelley, CEO of AppNexus, recognizes the dynamic transformation occurring in advertising marketplaces. O’Kelley says, “Today, 48 percent of all digital advertising dollars accrue to just two companies – Facebook and Google.”
The current bidding process in programmatic channels relies on proprietary identifiers such as cookies, and thus often cannot translate consumer identity across buyers and sellers, or across devices.
People-Based Marketing with Identity Management — The Core of New Consortium
In forming the consortium, the participating companies have agreed to create a standard identity framework that enables buyers and sellers of programmatic digital advertising to create more relevant campaigns and improve the consumer experience.
LiveRamp Addresses Identity Mangement across Technology Platforms
LiveRamp’s Identity Resolution Service (IdentityLink) is the foundational element of this tech stack, allowing marketers to unify the people based marketing they do on Google and Facebook with the work they do across other digital channels, working in their tech platforms of choice.
Era of Privacy-first People-Based Programmatic Advertising Begins
Consortium members will enjoy access to an identity framework built from pairing an encrypted version of an omnichannel, people-based identifier and a common open cookie that resides on a shared, open domain.
O’Kelley explains about the duopoly of Facebook and Google puts immense pressure on individual advertisers who prefer to rely on open internet inventories for revenues. He adds, “That dynamic has placed considerable strain on the open internet companies that generate great journalism, film, music, social networking, and information.”
What prompted AppNexus to join the consortium?
Brian O’Kelley, CEO of AppNexus, informs —
“This consortium enables precision advertising comparable to that of Google and Facebook and does so in a privacy-conscious manner. That means better outcomes for marketers, greater monetization for publishers, and more engaging content for consumers.”
“Marketers love the fact that LiveRamp allows them to unify the people-based marketing they do with the most popular publishers with marketing in other channels,” said Travis May, President and General Manager of LiveRamp.
May adds, “There’s huge demand for leveraging a deterministic, omnichannel identifier in the bid stream, as marketers want to improve their interactions with consumers by linking data from customer files and offline channels – such as in-store purchases – to media exposure in programmatic channels. The creation of this consortium will accelerate the delivery of this value to marketers and their partners in the digital media ecosystem.”
“Our clients are excited by the prospect of improved reach and precision in their marketing campaigns,” said Michael Lamb, President of MediaMath. “And we are thrilled by the opportunity to establish the strong and consistent data protection policies that consumers deserve. Upgrading this foundational piece of the infrastructure puts us on solid footing, as programmatic grows to encompass all of digital.”
Consortium members will enjoy access to an identity framework built from pairing an encrypted version of an omnichannel, people-based identifier and a common, open cookie that resides on a shared, open domain. Each consortium member will adhere to a strict agreement requiring best practices with respect to privacy and security, including compliance with digital advertising industry self-regulatory code and applicable laws.
Until now, the lack of a common, omnichannel, people-based identifier has created significant challenges for marketers, including the inability to coordinate campaigns across platforms, a lack of interoperability with the mobile web, and siloing across channels. The consortium solves these challenges by offering the following benefits to advertisers:
- Enablement of people-based marketing to the buyers and sellers of programmatic advertising across devices, formats, and platforms. Advertisers can increase ROI and improve customer experiences by both targeting at the level of individuals and managing impression frequency and cadence.
- The inclusion of mobile, addressable TV, Internet of Things (IoT), Out of Home (OOH), email, and emerging channels for targeted programmatic advertising.
- Increased monetization for publishers through increased addressability of their audiences, including the ability to offer people-based marketing in “cookieless environments.”
David Gosen, General Manager, Platform Solutions and SVP, International at Rocket Fuel, said, “This collaboration of businesses operating in the digital advertising space will contribute to more transparency and efficiency, which is great news for the internet and our industry. Vitally, it also creates greater relevance for the end consumer. At Rocket Fuel, we believe the future is about people, not devices, so partnering with others in the digital ecosystem to deliver this more widely is a positive move for all involved.”
“This is a natural extension of our already-deep partnership with LiveRamp and its IdentityLink service,” said LiveIntent Founder and CEO Matt Keiser.
Keiser adds, “Marketers want access to their target audiences where they are spending time, irrespective of browser or device. Inventory sellers need to be able to provide identity resolution to buyers for targeting, measurement, and attribution. This consortium delivers what people-based marketing needs: success at the intersection of marketing and advertising.”
“For marketers that leverage LiveIntent’s platform for people-based marketing, the consortium expands the reach of identity informed campaigns. For publishing brands, the consortium provides access to new identity-informed demand, increasing the value of their inventory.”
“Creating an open, people-based identifier across industry leaders is a major opportunity – this changes the programmatic landscape for the better, as it exposes unified methods of people-based buying to the open web,” said Andrew Casale, President and CEO at Index Exchange. “We’re extremely excited to be a part of this effort and believe it’s another positive step towards greater transparency for the industry.”
LiveRamp will continue to provide identity resolution for omnichannel marketing to brands and the companies throughout the digital ecosystem. The Acxiom company provides IdentityLink to transform the technology platforms into people-based marketing channels for an improved marketing relevancy. The consortium will honor the best practices of leading associations including the Digital Advertising Alliance’s (DAA) ICON and App Choices programs.