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Adweek: LiveRamp’s working with Index Exchange to reduce publisher reliance on cookies

LiveRamp has purchased consent management platform Faktor, an acquisition that comes as the U.S. industry prepares for sterner privacy regulation with the upcoming enforcement of the California Consumer Privacy Act as a prime example.

News of the purchase comes just weeks after LiveRamp–one of the biggest data on-boarders in the industry–is making its identity graph, known as IdentityLink, free to access by demand-side platforms in a bid to bolster adoption.

It also comes as LiveRamp unveiled the early results of a relationship with Index Exchange that saw the pair integrate their respective IdentityLink and IX Wrapper in an attempt to boost match rates between advertisers and publishers’ audience.


Read More at Adweek

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