IAB UK: Announcing Global Support for LiveRamp IdentityLink

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At Index Exchange, we’re excited to announce that we are the first exchange live and integrated with LiveRamp IdentityLink (IDL) globally, expanding to include support for publishers in the UK, Europe, and Asia-Pacific. Through this expanded integration, Index Exchange and LiveRamp aim to bring European and Asia-Pacific partners the ability to enable a consent-driven, people-based advertising solution. Here’s what it means in practice:

Unlocking Addressability

IX Library Publishers 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, publishers present DSPs and buyers 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 IX’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 have seen in Europe, GDPR requires publishers 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 publisher’s CMP and LiveRamp (including LiveRamp’s Privacy Manager), to ensure 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. IX and LiveRamp also provide consumers with the ability to request their data through a subject access request (SAR), which will include relevant IdentityLink data.

Read More at IAB UK