Adobe Advertising Cloud now supports LiveRamp’s identity solution

Adobe Advertising Cloud now supports LiveRamp’s RampID across a range of channels, including desktop display and video, mobile web and apps and connected TV (CTV). This news follows the announcement that Hearst Magazines would be using LiveRamp’s technology to authenticate its inventory. RampID is an anonymized identity graph based on deterministic matching of first-party data from different sources to the same individual.

The integration should give Adobe Advertising Cloud users the ability to segment audiences across environments that are already cookieless — Safari, Firefox and Microsoft Edge — reach authenticated users without infringing privacy and maintain addressability. Advertisers will also be able to connect to authenticated inventory from publishers using LiveRamp’s Authenticated Traffic Solution (ATS). The Adobe integration is live in the U.S. and U.K., parts of Europe, Australia and Singapore.

Why we care. LiveRamp has been making the news recently with high profile adoptions of its identity solutions but there are other solutions out there, both competing and interoperable with ATS. This battle isn’t over, but LiveRamp is winning a lot of business with 11,000 domains globally adopting ATS and LiveRamp connected, through its premium publishers partnership, to some 70% of time spent online.