LiveRamp and Meta Expand Partnership for Seamless Activation, Measurement and Optimization | News | Media Pyro

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SAN FRANCISCO–( BUSINESS WIRE )–Nov. 02, 2022–

LiveRamp (NYSE: RAMP) today announced an expanded partnership with Meta that enables marketers to privately and securely use their own data to target, measure and optimize campaigns to get more return on their marketing investment – ​​all thanks to LiveRamp’s human foundation. , privacy identifier, RampID.

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

CAPI is a meta-business tool that creates a direct link between an advertiser’s marketing data and meta-systems. It helps advertisers use their own marketing data to optimize ad targeting, lower cost-per-action and more accurately measure campaign results while respecting people’s choices about how their data is used. LiveRamp’s ATS technology builds on these capabilities, creating targetable audiences that can be reached and measured on any channel. The partnership is also enhanced by LiveRamp’s ability to ensure that marketers can avoid disclosing consumers’ personally identifiable information (PII) and the need to build custom integrations that require expensive engineering resources and extensive legal and ethical data reviews.

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

  • Reach the most important audience: Improve your own data and make more meaningful connections with consumers by customizing personalized marketing strategies while remaining privacy compliant
  • Measure more precisely: Compare events and conversions with offline and online data to unlock more meaningful insights into campaign performance and customer behavior to improve marketing strategy
  • Optimize for better performance: With offline and online insights, make on-the-fly adjustments to improve audience targeting and improve cost efficiency and productivity. Meta Pixel advertisers who set up CAPI saw an average CPA increase of 13%.
  • Future-oriented marketing strategies: Ensure continuity between key marketing tactics like audience building, targeting and measurement across web and mobile in a post-cookie environment

“Our industry operates in an era where every marketing dollar spent must be accountable, requiring scalable solutions that deliver accurate reach and measurement without the errors inherent in third-party cookies or mobile IDs,” said Travis Klinger, SVP of Activation and addressability in LiveRamp. . “Integrating ATS and RampID into Facebook provides a more holistic view of conversion paths to improve campaign ROI. With this durable, privacy-focused infrastructure, marketers are poised to succeed in the current and future ecosystem while maximizing the benefits of their social platform and digital publishing partnerships.”

Over the past few years, LiveRamp has been working with partners to create a better way for advertisers to connect and personalize the consumer journey across open web, mobile, CTV and social platforms. Built on a best-in-class identity built on consumer trust and transparency, ATS continues to scale and expand into new markets. Today, ATS operates in 21 countries around the world, counting more than 450 brands, 1,500 publishers and 135 demand and sales platforms as partners.

Interested brands can contact [email protected] to get started.

About LiveRamp

LiveRamp is the leading data processing platform for safe, easy and efficient data use. With core identity capabilities and an unmatched network, LiveRamp enables companies and their partners to better connect, control and activate data to transform the customer experience and drive more valuable business outcomes. LiveRamp’s fully compatible and neutral infrastructure provides end-to-end targeting for the world’s leading brands, agencies and publishers. For more information, visit www.LiveRamp.com.

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

CONTACT: Christine Travis

[email protected]

KEY WORD: CALIFORNIA UNITED STATES NORTH AMERICA

INDUSTRY KEYWORDS: SOFTWARE SEARCH ENGINE INTERNET MARKETING TECHNOLOGY DATA MANAGEMENT SECURITY DIGITAL MARKETING ONLINE PRIVACY MARKETING ADVERTISING COMMUNICATIONS CONTENT MARKETING

SOURCE: LiveRamp

Copyright Business Wire 2022.

PUBLICATION: 02.11.2022 08:30/DISC: 02.11.2022 08:32

http://www.businesswire.com/news/home/20221102005421/en

Copyright Business Wire 2022.

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