NZME & LiveRamp ready for third-party cookies phase-out

AUCKLAND, Wednesday: NZME has partnered with LiveRamp, a leading California-based data connectivity platform, to deliver advertisers an alternative to third-party cookies — available for activation today.

Google recently announced it will phase out third-party cookies on Chrome in early 2023. The deprecation is part of its efforts to improve data protection and privacy for users and has led to debate across the advertising industry over potential impacts and solutions for advertisers.

Deprecation of third-party cookies is currently an issue for PR and marketing & advertising teams.

LiveRamp AUNZ’s Sydney-based Louise Exton said: “Through NZME’s LiveRamps integration, advertisers and media agencies are now able to directly match their audience with NZME’s authenticated audience without the need for third-party cookies.

“LiveRamp is a proven technology and in the US their clients have seen their ROAS (return on advertising spend) performing better compared to the same audience built on cookies.

“LiveRamp’s Authenticated Traffic Solution (ATS) answers the question that New Zealand marketers have been asking since Google’s original announcement was made: How will the industry effectively access digital audiences in a post third-party cookie world?

“LiveRamp’s solution allows for continuing access to Chrome audiences.”

“ATS allows publishers to connect authenticated inventory directly with advertiser demand — all while respecting consumer privacy. The solution requires a transparent value exchange, where consumers receive better, more valuable content and experiences, in exchange for a first-party authentication.

“NZME is the first New Zealand media company to implement ATS, which, in addition to continuing access to Chrome audiences, also enables marketers to reach premium, people-based audiences across already cookieless browsers, such as Safari and Firefox, today.”

NZME head of digital revenue Charlotte Bell said: “The digital marketing landscape is becoming increasingly complex and now more than ever, it’s vital that marketers utilise solutions for customers that have a focus on trust, consumer privacy and a mutual value exchange between individuals, advertisers and publishers.

“At NZME our ad technology & data analytics teams develop data-led solutions in partnership with advertisers and agencies, to create personalised and effective campaigns. By leading the market with this LiveRamp integration, we can assure our customers that we have a sustainable solution for them to continue to segment and connect NZME’s valuable audiences in a safe, scalable and addressable way – without a reliance on third-party cookies or device identifiers.”

NZME head of data & analytics Andy Wylie said: “ATS provides an excellent alternative to cookies by identifying audiences and giving those audiences control over how their data is handled. ATS works with logged in, authenticated audiences, maximising addressability on the open web.

“It’s a great addition to NZME’s tech stack and is one of a number of exciting developments planned for 2021 that will further enable NZME to help marketers outperform their competitors in a cookieless world.”

• liveramp.com