TripleLift And LiveRamp Expand Partnership To Deliver Best-In-Class Reach By Combining First-Party Publisher And Advertiser Data
Portfolio Pulse from Benzinga Newsdesk
TripleLift and LiveRamp (NYSE:RAMP) have expanded their partnership to integrate TripleLift Audiences with RampID, enhancing first-party audience solutions. This collaboration allows marketers to create lookalike audiences across the open web without relying on traditional identifiers like cookies. The solution aims to improve targeting accuracy and scalability, especially as the industry faces the deprecation of third-party cookies. The partnership has already shown improved CPCs and CPMs in tests, and TripleLift Audiences now offers over 1,300 segments for customization.
December 13, 2023 | 7:48 pm
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LiveRamp's expanded partnership with TripleLift to enhance first-party data targeting could position the company favorably in the ad tech industry, especially with the impending deprecation of third-party cookies.
The integration of TripleLift Audiences with RampID is likely to be seen positively by investors as it addresses a critical need in the advertising industry for cookie-less targeting solutions. The reported improvements in CPCs and CPMs suggest that the partnership is already delivering tangible benefits, which could lead to increased adoption and revenue for LiveRamp. Given the strategic nature of this partnership and the positive test results, there is a high likelihood of a favorable short-term impact on LiveRamp's stock.
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