Connections Without Cookies:Maintaining Addressability Across the Open Internet with IdentityLink February 2020

ChromeWill end support for

third-party cookies by 2022

FirefoxStarted blocking

third-party cookies by default in Sept 2019

SafariReleased Intelligent

Tracking Prevention in Sept 2017

Third-Party Cookies Are... (Finally) DeadLong anticipated news from Google provides clarity for the future and an opportunity for the industry to evolve from a device-based world to a people-based world

Cookies Are A Crumbling Foundation

TransparentConsumers have little

insight and input on how their data is being collected and used

People-BasedRepresent a device, not

a person

InteroperableNot a common identifier

between platforms resulting in significant

data loss

PersistentSubject to deletion by

browser and user

AbundantPopular marketing

channels like in-app and CTV don’t support

cookies

Championing the Movement for a People-Based Ecosystem

2017Launched the Advertising ID

Consortium to enable people-based identity to the

bid stream

2018For the first time ever,

marketers buy on a people-based ID, IdentityLink

2019First publisher live on the

Authenticated Traffic Solution, providing addressability without 3rd party cookies— bringing the power of the Walled Gardens to

the open internet

2020The ecosystem has spoken:

MediaMath, Amobee, Criteo, dataxu & more than 25 other DSPs

bid or commit to bid on IDL

12 SSPs including Index Exchange, Rubicon and OpenX live on IDL or

implementing

2016IdentityLink was introduced

to provide cross-device targeting and frequency

capping

Solving for New Challenges Too

Privacy regulations are raising the stakes for data governance and compliance

Privacy Regulation

Google is redacting the DCM ID this year creating significant measurement challenges

Transparent Measurement

An End to End Solution with IdentityLink

Cookieless Browsers

In-App & Connected TV

Cookieable Browsers

Platforms Data Lake, Measurement Partner, Agency Platform

Pass Audience Data on IDL & Transact on IDL

Identify Consumers at the Inventory Source

End to End Addressability on IdentityLink

Measure Campaign Effectiveness on IDL

IdentityLink is embedded across the ecosystem to enable marketers to target one-to-one at scale and accurately attribute the effectiveness of their media investments—without relying on third-party cookies

Identify Consumers Across All Inventory Sources

Authenticated Traffic Solution (ATS) leverages publisher first-party authenticated identity to provide addressability without third-party cookies

Cookieless Browsers

Device IDs are translated to IDLs leveraging LiveRamp’s graph with 300M active mobile device IDs

Mobile In-App

CTV IDs and IP addresses are translated to IDLs leveraging LiveRamp’s identity graph

ConnectedTV

IdentityLink unifies inventory across all devices and channels for the best possible match rates and an improved understanding of consumer behavior

IdentityLink

Inventory is matched to an IDL on page using LiveRamp’s, eliminating cookie syncs for the highest possible match of data to inventory

Cookiable Browsers*

*LiveRamp will continue to leverage cookies while ATS enabled traffic continues to scale

Addressability for a Cookieless World

Note: Publisher for example purposes only

Addressability on Safari &

Firefox Today

Authenticated Traffic Solution (ATS) leverages publisher first-party authentication events to enable addressability without third-party cookies

Benefits

DurablePreserves people-based addressability on Chrome

Incremental ReachUnlocks valuable iPhone users & inventory on Safari and Firefox

Consumer PrivacyProvides consumers with clear notice and choice on how data is being used as well as a persistent, people-based opt out

How ATS Works

johnsmith@mail.com PII to IDL Envelope

Ad Server SSP

DSP 1 DSP 2 DSP 3

LiveRamp code on page captures PII and looks up corresponding IDL

If there is a match, IDL is returned in encrypted envelope

IDL envelope is stored in publisher’s first party cookie

1

SSP reads IDL envelope

2

SSP translates IDL to DSP encoded IDL using LiveRamp technology and passes IDL in bid request

3

DSP decisions on bid request with onboarded data from LiveRamp and logs IDL in exposure logs

4

Increased Reach with IdentityLink

Brand

Onboarder

DMP

DSP

SSP

Publisher

65% MR

60% MR

60% MR

650K

390K

234K

1MM records

1MM records

650K<24% Audience matched

2.5xlift in

audience

recognition

Moving Data on IDLMoving Data on Cookies

100% MR

100% MR

Brand

LiveRamp

DMP

DSP

SSP

Publisher

100% MR

65% MR

650K

650K

Featured Partners

By the Numbers

lower CPCs larger targetable audiences

2% 3x2.5B

Updated 12/9/19. Performance metrics based on aggregated results of beta test campaigns which A/B tested buying on IDL vs cookies.

higher CTRs

15%IDL enriched

impressions per day

Challenge

Case Study: Increase Media Effectiveness by Buying on IdentityLink

Solution Results

2% lower CPCvs cookie based buying

24% higher CTRvs cookie based buying

For a national retailer, driving digital media efficiency is critical. They are always looking to optimize their media investments to deliver the best performance.

The retailer leveraged dataxu's native integration with IdentityLink enabling them to decision and bid on IdentityLink instead of cookies.

23% increase in measurable impressions vs cookie based buying

Challenge

Case Study: Matching High Value Audiences with Premium Content to Deliver Improved Performance

Goodway Group and their client, a large national retailer, were looking for ways to increase scale on first party data initiatives and reduce the significant audience loss they experienced due to cookie syncs

LiveRamp and Index Exchange partnered together to provide Goodway Group a solution that matches contextually rich inventory with their client’s qualified leads to deliver greater reach against their high-value audiences tied to a persistent cross-channel identity

Solution Results

10x higher win rateon Matched Audiences enabling better retargeting of leads to drive them down the funnel towards a purchase

3x higher unique reachon Matched Audiences vs legacy ID sync models by eliminating cookie sync drop off

185% increased reach on desktopenabling more engagements with high value audiences where they are most likely to convert

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