ChannelLife Australia - Industry insider news for technology resellers
Story image
OpenX and LiveRamp expand from the US into Australia
Wed, 10th Mar 2021
FYI, this story is more than a year old

OpenX and LiveRamp have expanded their US partnership into Australia, with sights set on enabling local marketers.

As part of the integration, marketers will be able to use LiveRamp Authenticated Identity Infrastructure to increase their addressable reach and engage with their audiences across thousands of publishers' inventory, including web, in-app, and connected TV (CTV) through the OpenX exchange.

According to the company, Australian marketers are increasingly looking for audience targeting solutions that are comparable to what they can achieve with the walled gardens,.

By partnering with LiveRamp and OpenX, marketers can create relevant, people-based audiences, and then activate these audiences at scale while respecting consumer privacy, the companies state.

The OpenX integration provides multiple ways for marketers to activate people-based campaigns with LiveRamp.

Marketers may buy directly from demand-side platforms (DSPs) that have also integrated with LiveRamp Authenticated Identity Infrastructure, such as MediaMath or The Trade Desk, or work with their DSP of choice via an OpenX Deal ID.

OpenX director of ANZ Mitch Greenway says, “Like the rest of the world, Australian marketers are looking for audience targeting solutions that are data-driven, reliable and scalable.

“LiveRamp and OpenX have built a partnership that has already driven fantastic results for brands and agencies in other markets, and by expanding our work to ANZ, marketers here will now have what we believe is the one of the best possible ways to scale a people-based campaign.

"We know what kind of results this will deliver, and it's a great opportunity for marketers here to reduce their reliance on the walled gardens.

LiveRamp ANZ VP enterprise sales Deb O'Sullivan says, “We have already seen promising success partnering with OpenX across campaigns in the United States, and we look forward to scaling those efforts internationally in Australia.

“With our solution now live and running in both markets, we further accelerate progress to help bridge the gap between media buying of the past and more performative media buying in the future.

A spokesperson from Matterkind commented on the experience of using LiveRamp.

Head of partnerships Flaminia Sapori says, “Data-driven, people-based, audience targeting on the open web has come a long way in recent years and by working with solutions like LiveRamp Authenticated Identity Infrastructure, we're able to help our clients reach and engage their customers with a level of precision that drives real results.

"Global partnerships like the one being announced by OpenX give advertisers the ability to achieve additional scale and flexibility within a people-based environment which, as we look at sunsetting the cookie this year, will unlock even more value and opportunity for brands.

To date, more than 340 global publishers have signed on to ATS and LiveRamp applies identity to 22 billion biddable impressions per day.

With the growing scale of LiveRamp's solution, the company states Australian marketers can reduce reliance on third-party cookies while maintaining the ability to reach their audiences on addressable inventory.