As part of Freestar’s commitment to helping our partners improve their ad monetization, and prepare for a cookieless future, we closely partner with data collaboration platform, LiveRamp. One of LiveRamp’s core capabilities is enabling advertisers to reach their audiences wherever they’ve authenticated, and deliver personalized experiences that deepen valuable customer relationships – thereby increasing the value of ad inventory.
LiveRamp’s Authenticated Traffic Solution (ATS) is the centerpiece of the connectivity LiveRamp enables, helping connect authenticated inventory to the ecosystem, including via Google Display & Video 360’s Publisher Advertiser Identity Reconciliation (PAIR), which is also founded on authenticated, consented identity. Through our partnership, publishers can leverage a single deployment of LiveRamp’s ATS, and access not just RampID, but also Google Display & Video 360 via PAIR.
As we move closer to the end of third party tracking cookies, we’ve been paying close attention to industry trends and evolving our own identity strategy over the last year. A plan for authenticated traffic is one part of that puzzle, and with this partnership we’ve been able to successfully create a process to get publishers running with this tech.
What Publishers Should Know About PAIR
With PAIR, publishers and marketers will be able to securely and privately reconcile their first-party data for marketing use cases, unlocking additional scale across inventory already impacted by third-party cookie changes. Advertisers and publishers will be able to activate encrypted first-party information unique to their sites, via aggregation.
Key aspects of PAIR include:
- Flexibility to work with an identity partner, like LiveRamp, on the PAIR integration. Implementers can benefit by picking the identity partner that provides the capabilities they need with their PAIR integration.
- PAIR is available to any of the brands using Display & Video 360 today. Beyond accessing advertiser demand via Display & Video 360, PAIR is open to any of the brands using it today.
- Easy deployment. As an add-on module to LiveRamp’s Authenticated Traffic Solution, publishers can quickly implement PAIR, including leveraging PAIR without needing new contracts with customers.
How To Implement Google PAIR
If you’re an enterprise publisher who is currently monetized by Freestar, we’ve made it seamless to get started with ATS and PAIR today. Just reach out to your customer success manager to get the process started.
LiveRamp’s ATS product will need to be running in order for PAIR to work, so Freestar’s ad code must be present on the page where the authentication event occurs, such as a login page or newsletter signup page.
From there, Freestar supports the technical implementation of PAIR, without any additional dev resources required. The implementation is covered under existing contracts with Freestar. LiveRamp brings additional support, helping to finetune implementations and working with Google to steadily scale match rates. Additionally, the same Authenticated Traffic Solution implementation that enables PAIR also enables other leading identity solutions, enabling interoperability with one deployment and helping to maximize flexibility and inventory monetization.
Once integrations are fully up and running, publishers continue to benefit from the leading privacy approaches of both Freestar and LiveRamp. Furthermore, real-time analytics can show the benefits of not just PAIR implementations, but ATS deployments as a whole.
Benefits of Authenticated Traffic
The actual definition of authenticated traffic is a type of online identification that asks the user to provide personal information, most commonly email address. The two most obvious signs of authenticated traffic is when a website asks you to login or sign up in exchange for continued use of the site or a certain service. The other is a newsletter signup form.
Some of the benefits on this type user are —
- Data integrity
With authenticated traffic, there is a certain level of assurance both to the publisher, who wants to know and target their readers effectively and for the advertiser, who wants to waste as little spend as possible on the wrong audience.
We’ve seen an increase in authenticated traffic to publishers in the last 6 months and over time we believe this trend will continue. This is where we expect our LiveRamp partnership to bring longterm value to our publishers via ATS and PAIR.
Freestar and LiveRamp Webinar Recording