• by Ray Schultz , September 10, 2023

Publishers are being offered a way to serve authenticated advertising inventory in a privacy compliant way, thanks to a partnership between LiveRamp and Epsilon. 

The new capability leverages technologies from both firms, including LiveRamp’s Authenticated Traffic Solution (ATS) and Epsilon’s PubLink. 

ATS delivers addressable inventory without third-party cookies or mobile identifiers, using LiveRamp’s pseudonymous identifier: RampID.

Powered by Epsilon’s identity tool, CORE ID, PubLink uses a publisher’s hashed authentication data to identify site visitors in a way that ensures privacy. That capability can be used downstream by advertisers for messaging specific consumers, the firm adds.

PubLink is now enabled within ATS, enabling publishers to recognize authenticated consumers without cookies.

In addition, LiveRamp’s RampID and Epsilon’s CORE ID can work together to help publishers serve additional advertisers and demand-side platforms.

Also, the arrangement allows publishers to connect to advertiser demand from Epsilon Digital, serving Epsilon’s global brand clients and those of its parent company, Publicis Groupe.

And, the partnership facilitates implementation without the need for additional configuration, resources or fees. It is privacy compliant worldwide, the firms claim.

“Facing a complex macroeconomic climate and big-picture shifts like signal deprecation, publishers must be dynamic and prioritize sustainable, forward-looking strategies,” says Travis Clinger, senior vice president, activations and addressability at LiveRamp.