LiveRamp Rolls Out Authenticated Traffic Solution to iQIYI

Rhea-AI Summary

LiveRamp (NYSE: RAMP) has announced the rollout of its Authenticated Traffic Solution (ATS) to iQIYI’s streaming services in Taiwan, Singapore, Japan, and Australia. This integration will empower marketers to utilize iQIYI’s addressable inventory for targeted advertising without relying on third-party identifiers. ATS aims to enhance transparency and trust in data handling, allowing for personalized user experiences while complying with privacy regulations. Over 400 leading advertisers can use ATS for more effective campaigns, improving metrics like return-on-ad-spend (ROAS) and engagement.

Positive

• Launch of ATS to enhance iQIYI's addressable inventory.
• Empowers over 400 advertisers to execute targeted ad campaigns.
• Promotes transparency and trust in data handling.
• Improves key advertising metrics such as ROAS and engagement.

Negative

• None.

ATS will help to unlock iQIYI’s addressable streaming inventory for the world’s top marketers in key markets including Taiwan, Singapore, Japan and Australia

SAN FRANCISCO & SINGAPORE--(BUSINESS WIRE)-- LiveRamp (NYSE: RAMP) announced the rollout of its Authenticated Traffic Solution (ATS) to iQIYI’s streaming services, starting with services in Taiwan, Singapore, Japan and Australia. As a result of this integration, ATS will enable the world’s top marketers to tap into the global streamer’s addressable inventory for precision targeting, without relying on third-party identifiers such as third-party cookies, mobile ad IDs or IP addresses.

“Many of the changes besieging the advertising ecosystem, including the loss of common signals such as third-party cookies and mobile identifiers, ultimately stem from consumers losing trust in the way their data is being handled. At LiveRamp, we truly believe in creating an ecosystem that’s built on trust and transparency with consumers, and we’re excited to see forward-thinking partners like iQIYI embracing ATS to enable a clear value exchange with consumers while also unlocking addressability across their suite of inventories,” said CheeChien Chung, Director, Addressability Southeast Asia at LiveRamp.

ATS establishes addressability through a trusted and transparent value exchange between consumers, marketers, and publishers. This value exchange enables people-based advertising and measurement on authenticated inventory across the open Internet, while providing consumers access to content and services in a privacy-first way. More than 400 of the world’s leading advertisers can already activate campaigns with ATS, leveraging authenticated inventory to drive better experiences for consumers.

“Users have benefitted and gained substantial control over their data under recent global data privacy regulations. We believe that increasing transparency for users, as well as giving them better control over their experiences and preferences, can help to continue to increase their trust in the ecosystem. Using ATS, we can power better experiences and meet consumer expectations, while improving inventory addressability in a trusted and transparent way,” said Yuchi (Aji) Chang, Senior Director, AdTech at iQIYI.

Via iQIYI’s addressable inventory, marketers can deliver personalized experiences that improve engagement and increase return-on-ad-spend (ROAS) without compromising consumer privacy. Campaigns transacting on identity see better results than third-party cookies across key metrics, including reach, ROAS, cost-per-page-view and average order value. Most importantly, ATS helps to power a clear, transparent value exchange with iQIYI’s audience, giving them better understanding and control of how their data is used.

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/20220531005334/en/

David Okubo

pr@liveramp.com

Source: LiveRamp

FAQ

What is LiveRamp's Authenticated Traffic Solution (ATS)?

LiveRamp's ATS is a solution that enables marketers to access addressable inventory for targeted advertising without using third-party identifiers.

Which markets will benefit from LiveRamp's ATS?

The ATS will be rolled out in Taiwan, Singapore, Japan, and Australia.

How does ATS impact advertisers using iQIYI?

ATS allows iQIYI's advertisers to execute precision-targeted campaigns, increasing engagement and return-on-ad-spend.

What are the advantages of using ATS over third-party cookies?

ATS provides better privacy compliance and improved advertising metrics, enhancing user trust.

How many advertisers can utilize ATS?

Currently, more than 400 of the world's top advertisers can activate campaigns using ATS.