PRISA Media, the world's leading Spanish-language media company, has partnered with the leading data collaboration platform, LiveRamp to integrate its Authenticated Traffic Solution (ATS). ATS enables PRISA Media to improve addressability across its media offering with LiveRamp's pseudonymous, people-based identifier, RampID, increasing the value of PRISA's media inventory across all channels.
As part of the partnership, PRISA Media will integrate ATS into its extensive media portfolio. ATS allows PRISA Media to connect first-party user data with RampID, facilitating advertising on authenticated inventory while respecting privacy. ATS creates addressable audiences without third-party cookies or mobile identifiers, enabling people-based marketing in Chrome, Safari, Firefox, and other browsers, preparing marketers for the future that will follow the end of cookies and delivering immediate results. PRISA Media can offer its authenticated inventory to advertisers interested in people-based marketing, boosting their monetisation and overall performance. In addition, marketers using LiveRamp's data collaboration platform will be able to reach their customers through PRISA Media properties and seamlessly activate on RampID.
The partnership will enable PRISA Media to deliver highly personalised and relevant messages to the media group's more than 250 million monthly devices worldwide.
"When we began our search for solutions that could drive our shift to a cookie-less future, we chose LiveRamp because of the scale it enabled, but we found that people-based marketing offered benefits beyond cookie-less browsers," said José Gutiérrez Cuellar, chief solutions, digital & technology officer, PRISA Media. "By leveraging authenticated audiences to meet the strong demand for addressability we are seeing, we can also deliver optimised people-based marketing across all browsers and mobile today.
PRISA Media joins the more than 3,000 publishers and 12,000 domains that have integrated with ATS globally, along with more than 80 DSPs and 80 SSPs. More than 450 of the world's leading advertisers activate campaigns through LiveRamp's data collaboration platform, and the partnership with PRISA Media will further accelerate the demand for authenticated inventory from advertisers in PRISA's Spanish-speaking markets in Spain, Latin America, and the United States. By integrating Liveramp's ATS, Prisa will also be able to easily implement other identity solutions, such as Google's PAIR initiative.
"PRISA Media's integration of ATS means it is connecting with the demands of marketers who activate their first-party data to improve their ability to accurately reach and engage with their audiences, making their inventory more engaging," says Travis Clinger, SVP, activations & addressability, LiveRamp. "We've seen that these marketers are willing to pay a premium to transact on authenticated inventory and enable people-based marketing, and PRISA Media and other smart publishers are benefiting from this."
For more information on LiveRamp's ATS solution, please visit their website.