Over the past few years we’ve been perfecting our own technology to replace the role of the third-party cookie. Our solution includes our proprietary technology ConsenTAG, which manages consent, and our own non-cookie-based user targeting and attribution technology, ActiveID, which allows advertisers to accurately target without cookies.
The combined solution works by managing consent preferences, using relevant targeting for better performance, and joining the dots with attribution. This enables us to successfully reach users at all stages of the customer lifecycle without relying on third-party cookies, as we have already been doing successfully for our clients for many years.
Our unique technology also means that we don’t need to build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products. Instead, our web products are powered by privacy-preserving APIs which prevent individual tracking while still delivering outstanding advertising performance.
Integrating with leading solutions like The Trade Desk’s Unified ID Solution 2.0 (UID 2.0) and LiveRamp’s ID solution, Ramp ID
What’s more, Active ID can work in tandem with other leading solutions like Trade Desk’s Unified ID Solution 2.0 (UID 2.0) and LiveRamp’s ID solution, Ramp ID, allowing us to be flexible and adaptable in this evolving landscape.
In a time when the world of cookies continues to shrink and DSPs are receiving fewer signals in bid requests, the ability of Active ID to work alongside leading ID solutions such as LiveRamp allows us to continue to deliver ads and reach audiences across multiple screens and devices with targeted and tailored messaging and timings. All while maintaining complete compliance with user and data privacy regulations.
Let’s take a closer look at how we integrate with LiveRamp
LiveRamp has been a major player in the ID tech space for a long time, pivoting away from relying on cookies and instead focusing on logged-in consent, providing a robust solution to collecting ID. And due to their strength and scale, they have managed to build out a network of partnerships with a very strong coverage of their solution in the US (up to 40%).
So how do we leverage LiveRamp’s authenticated framework and collect first-party data without compromising user compliance and privacy?
LiveRamp constructs RampID by gathering authenticated data from major portals, establishing a secure and consented ID exchange between its partners, such as Crimtan. Once the ID is collected, RampID is passed in bid requests from major ad exchanges, allowing the bidder to capture it in bid stream alongside Active ID. Working together, the two give us the ability to make better decisions on media activation for authenticated users, as well as more accurate campaign measurement at impression, click and conversion points. What’s more, by receiving RampID directly into our platform, we are able to derive additional information about RampID accuracy and thus have additional flexibility when using it.
Saying goodbye to cookies doesn’t mean you have to say goodbye to accurate targeting. If you would like to find out more about how to implement ActiveID into your advertising activity, get in touch.