LiveRamp and Meta Expand Partnership to Power Seamless Activation, Measurement, and Optimization

Rhea-AI Summary

LiveRamp (NYSE: RAMP) has announced an expanded partnership with Meta, integrating their Authenticated Traffic Solution with the Conversions API. This enables marketers to utilize first-party data securely, optimizing campaigns and improving returns. Key benefits include enhanced audience targeting, accurate measurement of marketing effectiveness, and performance optimization. Marketers leveraging this integration reportedly see an average 13% improvement in cost per action. LiveRamp's ATS is operational in 21 countries with extensive partnerships.

Positive

• Expanded partnership with Meta enhances first-party data usage for marketers.
• Integration with Conversions API improves targeting and measurement capabilities.
• Marketers using the platform see an average 13% improvement in cost per action.

Negative

• None.

LiveRamp deepens integration with Meta, now including Conversions API, to enable end-to-end, person-based marketing

SAN FRANCISCO--(BUSINESS WIRE)-- LiveRamp (NYSE: RAMP) today announced an expanded partnership with Meta, enabling marketers to privately and securely use their first-party data to target, measure, and optimize campaigns to drive greater returns from their marketing investments – all powered by LiveRamp’s people-based, privacy-first identifier, RampID.

LiveRamp’s Authenticated Traffic Solution (ATS) is now available for marketers to connect to Facebook’s Conversions API (CAPI). Using RampID, the integration optimizes campaign performance while protecting consumer data, ensuring brands can build marketing programs upon a durable foundation using technology designed to withstand evolving privacy and browser policies.

CAPI is a Meta Business tool that creates a direct connection between advertiser marketing data and Meta systems. This helps advertisers to use their own marketing data to optimize ad targeting, decrease cost per action, and more accurately measure campaign outcomes while respecting people’s choices on how their data is used. LiveRamp’s ATS technology builds upon these capabilities by creating addressable audiences that can be reached and measured on any channel. The partnership is also enhanced by LiveRamp’s ability to ensure marketers can avoid sharing consumers’ personally identifiable information (PII) and having to build their own integrations, which require costly engineering resources and extensive legal and data ethics reviews.

With this fully-integrated partnership, marketers will now be able to:

• Reach audiences that matter most: Enhance first-party data and establish more meaningful connections with consumers, customizing person-based marketing strategies while remaining privacy compliant
• Measure more accurately: Match offline and online data events and conversions to unlock more significant insight into campaign effectiveness and customer behavior to improve marketing strategy
• Optimize for better performance: Through offline and online insights, make adjustments in-flight that improve audience targeting and generate higher cost and performance efficiencies. Advertisers with the Meta Pixel who set up CAPI saw a 13% CPA improvement on average
• Future-proof marketing strategies: Ensure continuity between key marketing tactics — such as audience building, targeting, and measurement — on web and mobile in a post-cookie environment

“Our industry operates in an era when every marketing dollar spent must be accountable, necessitating scalable solutions that enable accurate reach and measurement without the faults inherent to third-party cookies or mobile identifiers,” said Travis Clinger, SVP of Activations and Addressability at LiveRamp. “Embedding ATS and RampID into Facebook delivers a more holistic view of conversion paths to improve the ROI of campaigns. Empowered with this durable, privacy-first infrastructure, marketers are set up to succeed in the current and future ecosystem while gaining more value from their social platform and digital publishing partnerships.”

For the past several years, LiveRamp has been collaborating with partners on a better way for advertisers to connect with and personalize the consumer journey across the open web, mobile, CTV, and social platforms. ATS — built on best-in-breed identity and rooted in consumer trust and transparency — continues to scale and expand into new markets. Today, ATS is live in 21 countries around the world, counting more than 450 brands, 1,500 publishers, and 135 demand and sell-side platforms as partners.

Interested brands can contact FBCAPI@liveramp.com to get started.

About LiveRamp

LiveRamp is the leading data enablement platform for the safe, easy, and effective use of data. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers. For more information, visit www.LiveRamp.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20221102005421/en/

Christine Travis

PR@liveramp.com

Source: LiveRamp

FAQ

What is the new partnership between LiveRamp and Meta about?

LiveRamp's new partnership with Meta integrates their Authenticated Traffic Solution with Meta's Conversions API, allowing marketers to securely use first-party data for campaign optimization.

How does the integration of LiveRamp's technology with Meta benefit marketers?

The integration enhances audience targeting, improves measurement accuracy, and allows for performance optimization, helping marketers achieve better returns on their marketing investments.

What improvements can marketers expect from using the Conversions API with LiveRamp?

Marketers can expect an average 13% improvement in cost per action when using the Conversions API with LiveRamp's solutions.

In how many countries is LiveRamp's Authenticated Traffic Solution available?

LiveRamp's Authenticated Traffic Solution is operational in 21 countries around the world.

What is RampID and how does it relate to LiveRamp's offerings?

RampID is LiveRamp's people-based, privacy-first identifier that enables marketers to connect data securely and effectively across various platforms, enhancing campaign performance.