• by Ray Schultz , April 30, 2024

Two tech firms, MobileFuse and LiveRamp, have expanded their strategic partnership in an effort to help publishers deal with the pending loss of third-party cookies and increase their fill rates. 

Publishers will need to drive results without third-party signals as Chrome’s third-party cookie deprecation, which has been delayed, reaches its final stage.   

LiveRamp offers what it calls an Authenticated Traffic Solution. This connects the first-party data of publishers and marketers via RampID, the firm’s privacy-compliant identifier. 

The solution enables publishers to create authenticated audiences at scale, the company claims, that are addressable and measurable.   

MobileFuse seeks to become “one of the largest providers of unique IDs, and to ensure our partners have what they need to reach critical business objectives,” says Ken Harlan, founder and CEO of MobileFuse. 

The company is one of the largest adopters of in-app RampID. The arrangement with LiveRamp allows publishers to share authenticated inventory with more than 450 leading advertisers across multiple bidding platforms. 

Users have seen large increases in monetization when RampID is present, according to MobileFuse. 

“Many publishers recognize the urgency of losing signals such as third-party cookies and mobile identifiers but may overlook the ability to reach more addressable audiences today, which also enables marketers to target their most relevant consumers,” says Luke Fenney, SVP, connectivity & ecosystem, Publishers, Europe & Americas, LiveRamp. 

Fenney continues, “We believe that it’s critical for publishers to start testing and benchmarking as early as possible, unlocking the immense benefits of authenticated identity now, and the availability of solutions like MobileFuse’s help to make this easier and quicker for publishers.”