LiveRamp, the data collaboration partner, has announced that the multimedia news brand, Daily Mail, and thesports streaming platform, DAZN, have joined its collaboration network. These publishers now leverage LiveRamp’s Authenticated Traffic Solution (ATS) to enhance addressability across their premium audiences, enabling brands to activate and measure campaigns more effectively.

LiveRamp’s Authenticated Traffic Solution helps publishers and marketers connect first-party user data with LiveRamp’s durable identifier, RampID, to enable advertising on authenticated inventory while respecting consumers’ privacy. RampID allows marketers to find audiences everywhere they want, including directly from publishers, through open exchanges, in private marketplaces, and on every channel and browser, all without relying on third-party identifiers.

Through the partnership, Daily Mail and DAZN are evolving their first-party data strategies for improved marketing and monetisation. As such, they open up a new tranche of high value inventory and gain greater control over how it is transacted, while advertisers benefit from people-based reach, improved measurement and more relevant audience engagement. The Authenticated Traffic Solution’s neutrality and interoperability also enable connectivity, activation and measurement of first-party data across LiveRamp’s network, expanding collaboration opportunities with advertisers both directly and programmatically.

Adam Leslie, Director of Product, Commercial at Mail Metro Media at Mail Metro Media, said: “Our priority for Daily Mail is enhancing our direct and loyal users’ relationship with our content. Central to this is our drive to provide best possible advertising experiences alongside our compelling storytelling. By working within LiveRamp’s ecosystem and collaborating directly with endemic advertisers, we can better align campaigns with our audiences’ interests, delivering enhanced engagement and commercial outcomes for brand partners and users alike.”

Joe Connors, VP, Programmatic and Advanced Advertising at DAZN, commented: “DAZN’s global subscriber base is 100% logged in, giving us a unique opportunity to unlock addressable outcomes for our partners and rapidly scale our ad offering. By integrating with LiveRamp’s ATS, we can pair our subscriber data with advertisers’ first-party datasets to gain a deeper understanding of our highly engaged fan segments. This allows us to activate targeted advertising across live streams, on-demand clips and match breaks, while also improving our marketing.”

Reza Amiri-Garroussi, Head of Publishers & Platforms UK at LiveRamp, added: “Marketers want omnichannel activation across premium environments, and publishers want to leverage their first party data to enable people-based marketing in a privacy conscious way. These partnerships demonstrate how media owners are evolving their data strategies to build sustainable revenue models beyond third-party cookies. Advertisers can now seamlessly reach authenticated audiences across Daily Mail, and DAZN, pathing the way for more advanced data collaboration opportunities. “

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Categories: Advertising, Articles, Targetted

Tags: dazn, LiveRamp