Consumer identity and permission are the future of the open web, with a newfound trust and transparency between publishers and readers being the result of the death of third-party cookies. Privacy tools help publishers offer their users a way to manage their data with consent and preferences, giving individuals more choice and control.

LiveRamp developed a scalable, open-source solution that provides a secure method of user identification on publisher inventory across all browsers and connects inventory with advertiser demand via IdentityLink ID. The IDL is established by ATS, or Authenticated Traffic Solution, which is deployed through Publir’s proprietary platform. Once a user authenticates, their information is hashed and stored in a first-party cookie context.

LiveRamp’s code, together with Publir’s technology, will allow for the gathering of authenticated user data, ultimately allowing us to best support our publishers’ long-term growth by encrypting and translating the data and sending it through with every ad request.

This aggregated data will provide advertisers on the buy-side with specific information needed to accurately target campaigns. The result is a robust and transparent method of campaign matching, higher CPMs for publishers and more efficient ad delivery – all without the third-party cookies that the market relies on today.