Liveramp IdentityLink Bidding and Segment Targeting
IdentityLink™ Bidding and Segment Targeting
Beeswax is now able to bid natively on auctions using LiveRamp’s IdentityLink without the need for synced cookies. This represents a powerful new feature for our customers using LiveRamp to onboard first- and third-party (DataStore) data.
LiveRamp maintains an identity graph called IdentityLink which links cookies, mobile device IDs and Connected TV IDs to anonymous PII-based deterministic identifiers (“IDLs”) for individuals and households. When Beeswax detects that the IDL is present in a bid request and a LiveRamp segment is being used, we will automatically match on the IDL instead of attempting to match on cookies. When an IDL is not present on a bid request, for campaigns targeting Liveramp segments, Beeswax will use the IDL graph to target all the cookie, device IDs, and CTV IDs connected to the same IDL.
Beeswax will use the IDL identifier in conjunction with existing types of IDs used for identity and will give customers a number of benefits when using their LiveRamp 1st and 3rd party data segments:
- Improved match rates on LiveRamp audiences. This improvement will be seen across both exchanges that are actively using IDL as well as those that are not.
- Improved Connected TV Targeting and Capabilities on exchanges supporting IDL. 1st and 3rd party segments can be matched to Connected TV requests using the IDL in the bid request and well as to CTV IDs if the IDL is not in the bid request.
- If you have a direct relationship with LiveRamp, you may also be able to do CTV attribution based on the IDL.
Q: What do I need to do to enable IDL delivery?
A: Nothing. Beeswax has been working behind the scenes to enable this for customers by default.
Q: How much does IDL bidding cost?
A: There is no added cost on the Beeswax end. However, you will still need to pay LiveRamp DMP fees as usual for any DataStore or Onboarding usage.
Q. Does this work outside the US?
A. Not currently. Liveramp has not shared any timing or specific plans to support IDL in Europe or APAC.
Q. Why should I expect match rates to improve?
A. Match Rates will improve because the need for a cookie sync between the Exchange and Beeswax will be eliminated for the portion of traffic that carries the IDL. Additionally, our Liveramp segments are now larger (more cookies, more device IDs, CTV IDs) because of the additional linkages Liveramp has from the scale of its graph.
Q. Does Advanced Filtering work with IDL?
A. Yes! Advanced QPS Filtering will work for IDL segments, including not just the IDLs but also the associated cookie and device IDs.