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AdExchanger: Open Online IDs Compete To Be Ad Tech Standards

And LiveRamp is more invested in IdentityLink since the company spun out of Acxiom. In November 2018, dataxu and Index Exchange became the first companies to integrate IdentityLink into the bidstream. Instead of the DSP and SSP separately matching cookies to LiveRamp, which inevitably will produce some mismatches due to blocked or erased cookies, dataxu and Index both share IdentityLink at the exchange level. So LiveRamp can make connections without cookies, based on bidstream data, like IP address, Wi-Fi network or device IDs.

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