Seven West Media has become Australia’s first major media outlet to implement a cookieless user data solution from LiveRamp.
LiveRamp’s Authenticated Traffic Solution (ATS) allows publishers to match authenticated user data with LiveRamp’s people-based identifier without third-party cookies. It is designed to create an ecosystem which connects publishers, brands and individuals to enable addressable, programmatic marketing.
Seven West Media (SWM) network digital sales director, Nicole Bence, said the new ATS implementation extends its offering to brands and consumers of a personalised and more transparent experience.
ATS will sit within the 7PlugnPlay product suite, which enables marketers to combine their first-party data, along with SWM’s, to reach consumers with precision across cookieless inventory on desktop, including Firefox and Safari, mobile (Web and in-app) and CTV. The latest deal expands on a four-year partnership between the two companies.
“Not only will this help SWM unlock the true value of previously non-addressable environments and inventory, but it will allow brands and partners to reach our expansive digital audience at a true people-based level across all channels, including connected TV,” Bence said.
SWM recently launched its customer data platform, 7REDiQ, through a deal with TEG Analytics, aiming to harness a raft of people-based audience insights. That deal allows the ASX-listed media company to also take advantage of TEG Analytics’ recent data sharing partnership with flybuys, which includes 8.6 million loyalty program members. This new partnership further extends its omnichannel data platform.
“Implementing ATS supports our ongoing commitment to offering brands and consumers a personalised and more transparent experience while still providing all parties greater control,” Bence added.
LiveRamp also recently announced a partnership with Publift to offer cookieless authentication to local small and mid-sized publishers, part of the wider media industry moving to adapt to a cookieless future. As well as meeting the need for cookieless authentication, the LiveRamp and Publift partnership will give smaller publishers an opportunity to have the same capabilities at the larger publishers.
The ATS people-based identifier is part of an identity infrastructure aimed at rebuilding a digital advertising ecosystem centred in trust, consumer privacy and mutual value exchange between publishers, brands and individuals.
LiveRamp A/NZ COO, Melanie Hoptman, said a new era that will soon impact Australia’s entire digital marketing sector with the demise of third-party cookies and evolving restrictions at the device-level.
“The industry is unquestionably moving towards a more consumer-centric future,” Hoptman said. “Publishers and brands that prioritise flexible strategies that can adapt to the changing landscape will be at the forefront of this change and will be able to achieve better business continuity.”
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