December 13, 2023, Boca Raton, FL - Playwire is proud to announce an expansion of its partnership with LiveRamp, to now bring Playwire’s publishers Google Display & Video 360’s PAIR. Display & Video 360’s Publisher Advertiser Identity Reconciliation (PAIR) enables publishers and marketers to securely and privately reconcile first-party data for marketing use cases.

This step forward unlocks additional cookieless inventory that will endure beyond third-party cookie deprecation in Chrome, and more. With PAIR, publishers and advertisers can activate encrypted first-party information unique to their sites, via aggregation.

Leveraging a single deployment of LiveRamp’s Authenticated Traffic Solution, Playwire’s publishers can access not just LiveRamp’s privacy-centric identifier, RampID, but also Google Display & Video 360 via PAIR. We believe that PAIR will deliver better return on ad spend (ROAS) than cookie-based targeting, and a better consumer experience as well.

“As longtime partners of LiveRamp, we’re seeing the results of authenticated identity across our publishers, and working with them on the cutting edge of addressability,” said Nathan Thomas, SVP Data Sales at Playwire. “We’re continually helping our publishers to drive scale, and we anticipate that PAIR will unlock more audiences for more buyers, and further improve the monetization of our authenticated user base.”

“LiveRamp’s Authenticated Traffic Solution is interoperable with the authenticated identity solutions that publishers will need in the post-signal loss future,” said Lucy Rogers, Senior Director, Channel Partner & Publisher Development, LiveRamp. “Whether it’s through PAIR, RampID, or any of the other identifiers Authenticated Traffic Solution enables, this partnership gives publishers the tools they need to better monetize their inventory, and build and plan far beyond third-party cookie deprecation and more.”

Marketers interested in buying Display & Video 360 inventory on Playwire’s publishers can do so using PAIR, today.

Contact Playwire with any questions!

About LiveRamp

The data collaboration platform of choice for the world's most innovative companies, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes.

About Playwire

Playwire is a complete revenue amplification partner, offering custom monetization solutions for publishers and app developers to drive more ad revenue across their publishing properties. Recognized as a top 50 ComScore provider in 2024, the company’s portfolio includes the management of 700+ publisher properties, serving 70 billion impressions, and more than 3 billion page views each month.

With ad monetization operations in more than a dozen countries, Playwire is also home to the industry’s largest global direct sales team, which includes 40+ sellers fostering premium brand partnerships that help brands connect and engage with their desired audiences safely and authentically.

Playwire is powered by its award-winning Revenue Amplification Management Platform (RAMP®), a four-time finalist and two-time winner of the Digiday Technology Award’s “Best Monetization Platform for Publishers”. The company also earned the 2023 Tempest Award for “Best In-Game Brand Activation”, the 2023 Digiday Media Award for “Best Use of Emerging Tech”, the 2022 Cynopsis Award for “Best Diversity Awareness Campaign”, and the 2022 DEI Google Certified Publishing Partner Award.

To learn more about Playwire, visit www.playwire.com.

For all media inquiries, contact Olivia Salla at osalla@playwire.com.

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