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{"id":68535,"date":"2020-09-23T21:05:18","date_gmt":"2020-09-24T01:05:18","guid":{"rendered":"https:\/\/www.beet.tv\/?p=68535"},"modified":"2020-09-24T22:26:42","modified_gmt":"2020-09-25T02:26:42","slug":"people-power-ad-buyers-discovering-true-identity-liveramps-clinger-says","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/09\/people-power-ad-buyers-discovering-true-identity-liveramps-clinger-says.html","title":{"rendered":"People Power: Ad Buyers Discovering True Identity, LiveRamp’s Clinger Says"},"content":{"rendered":"SAN FRANCISCO – How can ad platforms hope to front up against Google and Facebook when the fabric of ad targeting is being ripped apart?<\/p>\n
By laying a new infrastructure, says Travis Clinger.<\/p>\n
Third-party cookies are being deprecated by browser makers and Apple is switching its Identifier For Advertisers (IDFA) system to opt-in by consumers – threatening traditional modes of targeting users.<\/p>\n
But, in this video interview with Beet.TV, Travis Clinger, SVP for addressability and Ecosystem at ad-tech company LiveRamp, says, amid this maelstrom, there is opportunity to build something better.<\/p>\n
Beyond third-party<\/h2>\n
“In the past, what you would do is you would match that to a third-party cookie, and then we would have the DSP (demand-side platform) transact on their third-party cookie space,” Clinger says.<\/p>\n
“But as we all know, the third-party cookies is already gone on 40% of inventory today, with Safari and Firefox, and is soon going to be gone on Chrome.<\/p>\n
“We also know that the IDFA is going to be substantially reduced come early January of next year when Apple implements its change. And we also know that connected TV doesn’t have third party cookies.”<\/p>\n