Editor’s note: On May 24, 2021, LiveRamp introduced RampID™, a new name for the LiveRamp pseudonymous identifier, formerly known as IdentityLink.
Index Exchange is excited to announce that we are the first exchange live and integrated with LiveRamp IdentityLink® (IDL) globally, expanding today to include support for media owners in the UK, Europe, and APAC. Through this expanded integration, Index Exchange and LiveRamp® aim to bring European and APAC customers the ability to enable a consent-driven, people-based advertising solution.
Unlocking addressability
Media owners using the IX Library in the UK, Europe, and APAC can now infuse their supply with LiveRamp’s pseudonymous, privacy-first, people-based identifier, IdentityLink™ (IDL), through the LiveRamp Real-Time Identity (RTI) adapter. We have also added support for the IX Bidder for Prebid publishers who use LiveRamp’s Authenticated Traffic Solution (ATS).
By making their inventory addressable, media owners present DSPs and marketers with more efficient, valuable reach and 100% measurable impressions. DSPs that recognise and transact on IDL will unlock cross-device media buying and the ability to run true, people-based frequency capping. Buyers can also activate their first-party data within Index’s Matched Audiences to message against their people-based segments, powered by IdentityLink.
Consent and control come first
As the advertising industry adopts people-based identifiers, the importance of consumer consent and trust only grows. Furthermore, lawmakers have or are looking to codify this fact into law. As we’ve seen in Europe, GDPR requires media owners to provide users with transparent controls over how their data is used and shared, across all environments and devices. As such, we have put consent and control at the centre of our people-based buying solution.
In particular, in Europe, the IX Library facilitates communication between a media owner’s consent management platform (CMP) and LiveRamp (including LiveRamp’s Privacy Manager), to ensure that consent is disseminated in a clear and structured manner. To do so, the IX Library shares the user’s TCF consent signal with LiveRamp’s RTI endpoint in real time. Index and LiveRamp also provide consumers the ability to request their data through a subject access request (SAR), which will include relevant IdentityLink data.
The future is now
The future of advertising may seem uncertain as we move towards the end of the third-party cookie and work through the impact of COVID-19. However, at Index Exchange, we don’t believe in sitting on the sidelines—one of our core values is “Change. Embrace it. Lead it.” With the help of key partners like LiveRamp, we are here to support media owners and buyers through this uncertainty by providing solutions and services that you can use immediately to build the foundation for a cookie-less future. And we’re not stopping there.
We’re also working with industry bodies, such as IAB’s Project Rearc, IAB Europe’s Cookie-less Taskforce, and others, to turn these solutions into industry standards. In doing so, we intend to create a world where every party involved—from buyers to media owners and, most importantly, consumers—can seamlessly connect and engage across the open web to build sustainable and trustworthy business models well into the future.
Getting started with LiveRamp IdentityLink
The LiveRamp RTI adapter is available for media owners using the IX Library in the UK, France, Germany, Spain, Italy, the Netherlands, Australia, Singapore, and Japan. Further, media owners who have deployed ATS can use Prebid to enable IDL on their inventory via Index Exchange. DSPs can enable IdentityLink bidding at no cost with a LiveRamp agreement. As part of LiveRamp and Index Exchange’s partnership with the Ad ID Consortium, LiveRamp IdentityLink is available for all SSP adapters within the IX Library.
If you have additional questions or require assistance, please contact your Index representative or contact a LiveRamp representative.
