NZME has announced a partnership with LiveRamp as it moves away from third-party cookies. Photo / NZME
New Zealand Media and Entertainment (NZME) will abandon third-party cookies as part of a first market partnership for New Zealand.
The publisher of the New Zealand Herald has partnered with leading data connectivity platform LiveRamp to provide advertisers with a better alternative to third-party cookies.
With NZME’s LiveRamp integration, which is available for activation today, advertisers and media agencies are now able to directly match their audience with NZME’s growing and engaged authenticated audience without the need third-party cookies.
LiveRamp is a proven technology and in the US their customers have seen their ROAS (return on ad spend) perform better compared to the same audience built on cookies.
LiveRamp’s Authenticated Traffic Solution (ATS) enables publishers to connect authenticated inventory directly on demand from advertisers, while respecting consumer privacy. The solution requires a transparent exchange of value, where consumers receive better and more valuable content and experiences, in return for first-party authentication.
The transition from NZME to ATS precedes the phase-out of third-party cookies on Chrome in early 2023, as recently announced by Google, with the aim of improving data protection and user privacy.
Charlotte Bell, head of digital revenue at NZME, said customers are focusing more than ever on values such as consumer trust and privacy.
“The digital marketing landscape is becoming more and more complex and now more than ever, it is essential that marketers use solutions for clients that emphasize trust, consumer privacy and a value exchange. mutual between individuals, advertisers and publishers.
“At NZME, our advertising technology and data analytics teams develop data-driven solutions in partnership with advertisers and agencies, to create personalized and effective campaigns.
LiveRamp’s Director of Addressability, Louise Exton, said ATS places transparency and consumer scrutiny above all else.
“[ATS] defends the importance of a first party data strategy, allowing a direct connection between the authenticated first party data of a publisher and the demand of marketers. In addition, an authenticated audience benefits from an immediate improvement in performance, allowing publishers to better compete with walled gardens.
“ATS also allows publishers to control their own data and control which ecosystem partners they want to work with. The shift to authentication can transform a business amid major industry changes. “
Andy Wylie, head of data and analytics at NZME, highlighted the partnership as one of many exciting developments planned for 2021.
“This is a great addition to the NZME technology stack… which will allow NZME to help marketers outperform their competition in a cookie-free world,” he said.
“ATS offers a great alternative to cookies by identifying audiences and giving them control over how their data is processed. ATS works with connected and authenticated audiences, thereby maximizing addressability on the Open Web. “
nzherald.co.nz was named the 2021 Voyager Awards’ Website of the Year and App of the Year.
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This notice was published: 2021-09-15 03:01:26