News Contact Us

Mediamath to integrate LiveRamp’s IDL with SOURCE for consumer privacy

Author : Saipriya Iyer | Published Date : 2019-11-07 

Following the launch of SOURCE by MediaMath, a leader in programmatic marketing technology, the company recently announced collaboration with a trusted identity resolution platform provider , LiveRamp.

Reportedly, LiveRamp’s IDL(IdentityLink) will be integrated into MediaMath’s infrastructure via SOURCE, which  will provide marketers a best in class experience for targeting and measurement. The collaboration is expected to develop an ecosystem, which is completely reliable and addressable.

MediaMath,  as a part of SOURCE, will employ IDL to bid on advertising inventory across mobile, Connected TV and display. The collaboration is estimated to augment MediaMath’s ability to link devices to users in an anonymous, and privacy-compliant manner. This will enable marketers to gauge consumer preferences and deliver relevant ads, resulting in an improved user experience due to higher match rates.

Jeremy Steinberg, Global Head of MediaMath was reportedly quoted saying that the company’s clients expect full addressability along with the best ID resolution, which prioritizes privacy across all screens. The company is looking forward to providing the best identity solution available in market, via an open approach. Steinberg added saying that the company is enthused to partner with LiveRamp and to develop capabilities that require dependable identity across platforms.

As per sources close to the matter, this partnership will improvise upon the major components of addressability, which includes- minimizing data loss during delivery and increasing match & scale with data contributors. Moreover, with an anonymous people-based identifier, MediaMath will become a scaled identifier for transactions.

Travis Clinger, V.P. of strategic partnerships, LiveRamp was reported to say that as the ad inventory grows and privacy regulations solidify, reliable addressability plays a crucial part in the fate of advertisers that wish to deliver premium consumer experiences along with prioritizing privacy.

Clinger further added  that the company’s ATS solution as well as the IDL, are purposely built to advance with the future of digital marketing, and the new collaboration, which combines IdentityLink with SOURCE, reinforces the firm’s goal to create an independent, open, addressable and collaborative ecosystem.

Source Credits: https://www.martechadvisor.com/news/data-management/mediamath-partners-with-liveramp-to-harness-the-power-of-data-for-better-consumer-privacy/

About Author

Saipriya Iyer

Saipriya Iyer

Saipriya Iyer presently works as a content developer for fractovia.org. Having dabbled with the domain of content creation for nearly half a decade, she now boasts of an enviable portfolio, holding substantial experience in penning down pieces related to technology, finance, and a wide spectrum of other industry verticals. A qualified computer engineering graduate from the University of Pune, Saipriya can often be found leveraging her knowledge of software technology and electronics in her write-ups. She can be contacted at- [email protected] | https://twitter.com/saipriya_i

Related News

Beverage brand Coolberg raises $3.5 million in Series A funding round

Published Date: 2019-11-15         Author: Saipriya Iyer

Rising demand for functional brews for the health conscious who do not want to compromise on the taste is pushing the non-alcoholic beverage industry across the world. This globally growing accessibility of non-alcoholic beverages is also driving product popularity among customers, leading to growth... Read More

Sears to shut an additional 96 Sears and Kmart stores by February 2020

Published Date: 2019-11-12         Author: Saipriya Iyer

Sears, a renowned chain of departmental stores in the United States, is reportedly closing 96 of its Sears and Kmart stores across 30 states by February of next year. The company is continuing a trend that has been growing over the past few months. Reports cite, the company would now operate acro... Read More

Video game developer Flavourworks raises $3.8Mn from Series A round

Published Date: 2019-11-11         Author: Saipriya Iyer

With growing popularity of augmented reality (AR) and virtual reality (VR) gaming, the interactive video game market is witnessing substantial growth lately. Various interactive video game startups are increasingly working towards innovations in the sector. This momentum, in turn, is bringing in var... Read More

© 2019 Fractovia. All Rights Reserved