AdExchanger: Kraft-Heinz Brands Collapse After Cost Cutting; Horizon Tries Performance-Based Agency

LiveRamp is making its IdentityLink IDs available for free to demand-side platforms. It’s an extension of what LiveRamp has been working on since late last year, beginning with an integration between dataxu and Index Exchange. DSPs adopting IdentityLink as a baseline ID would have a free license for cross-device targeting, frequency capping and basic measurement services, says Travis Clinger, LiveRamp’s VP of strategic partnerships. Match rates would also improve between DSPs and SSPs using IdentityLink or the Advertising ID Consortium, since the two sides wouldn’t need to go through a series of cookie syncs.

Read More at AdExchanger

Leave a Reply

Your email address will not be published. Required fields are marked *