Seven adopts LiveRamp’s cookie-free Authenticated Traffic Solution

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 14 September 2020
Nicole Bence

Seven West Media (SWM) is betting on LiveRamp’s Authenticated Traffic Solution (ATS) to boost its advertising revenue without the use of third-party cookies or device-based identifiers.

The new tool allows publishers to match authenticated user data with LiveRamp’s people-based identifier, enabling end-to-end addressability. Seven says that the lack of third-party cookies or device identifiers solves issues around third-party cookie inefficiencies and helps meet increasing consumer privacy demands.

SWM will use the ATS, the first major media organisation in Australia to do so, for addressable and programmatic marketing across all its channels, including display, mobile and connected TV.

“Following the launch of our customer data platform, 7REDiQ, ATS further adds to our evolving data solutions, underpinned by our omnichannel approach to better understanding audiences across SWM properties, including 7plus, 7NEWS.com.au, and The West Australian’s digital platform thewest.com.au,” says Nicole Bence, network digital sales director at SWM.

ATS will sit within the 7PlugnPlay product suite which is focused on enabling marketers to combine their first-party data along with SWM’s to reach consumers across cookieless inventory on desktop, including Firefox and Safari, mobile (web and in-app), and CTV.

“Not only will this help SWM unlock the true value of previously non-addressable environments and inventory, but it will allow brands and partners to reach our expansive digital audience at a true people-based level across all channels, including connected TV,” Bence says.

“Implementing ATS supports our ongoing commitment to offering brands and consumers a personalized and more transparent experience whilst still providing all parties greater control.”

Melanie Hoptman, COO at LiveRamp, says the decline of third-party cookies will soon impact Australia’s entire digital marketing sector.

“With the deprecation of third-party cookies and evolving restrictions at the device-level, the industry is unquestionably moving towards a more consumer-centric future,” Hoptman says.

“Publishers and brands that prioritise flexible strategies that can adapt to the changing landscape will be at the forefront of this change and will be able to achieve better business continuity.

“SWM’s migration to an open, independent, and collaborative ecosystem enables it to capitalise on the already strong relationships it maintains across its consumer base. With the addition of ATS to its tech stack, SWM will be able to attract more advertising dollars, recognise new revenue streams and, most importantly, not just preserve, but enhance the three-way value exchange with readers and viewers, as well as advertisers.”

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