Beachfront, Beeswax adopt LiveRamp IdentityLink bidding for CTV

Tuesday, February 25th, 2020 
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Beachfront, Beeswax First to Leverage LiveRamp IdentityLink Bidding for CTV

  • Three of Business Insider’s Hottest Ad Tech Companies Respond to Evolving Regulatory Landscape, Arrival of Cookieless Future, and Proliferation of Connected TV (CTV) Viewership with Industry-First Solution

NEW YORK — Today, Beachfront, an independent video ad management platform at the convergence of digital and TV, and Beeswax, the Bidder-as-a-Service™ platform, announced they have become first to adopt and enable LiveRamp® (NYSE: RAMP) IdentityLink™, a people-based, privacy-first identifier for connected TV, display, and mobile campaigns.

With consumer privacy taking center stage and internet browsers placing tighter controls around third-party cookies, media buyers are seeking new, privacy-first identity solutions to leverage in their ad personalization and measurement efforts. IdentityLink provides a solution to these requirements with its neutral position, secure ecosystem infrastructure, and people-based opt-out mechanism.

“The cookieless future presents the ecosystem with an incredible opportunity to build a better infrastructure for the open internet, and we’re looking forward to continuing to work with partners to move beyond the cookie,” said Travis Clinger, Vice President of Global Strategy and Partnerships at LiveRamp. “We’ve built a solution that helps publishers and brands transact decisively and confidently against specific audiences across screens without compromising reach, accuracy, or privacy. Now, we’re extending this value proposition to advertisers looking to maximize the value of their ad spend across digital, mobile, and CTV with our partners at Beeswax and Beachfront.”

The first-of-its-kind solution, which brings together three of Business Insider’s hottest adtech companies of 2019, allows Beeswax users — and ad buyers more broadly — to increase the scale and impact of connected TV campaigns activated across Beachfront’s portfolio of premium video inventory. Similarly, Beachfront’s publisher partners can monetize their inventory among Beeswax’ advertising clients using IdentityLink as the core identifier.

“This partnership is a no-brainer,” said Ari Paparo, CEO at Beeswax, known for working with sophisticated media buyers. “Our media buying partners can now confidently reach individuals on CTV in a privacy-first manner. Paired with Beachfront’s premium inventory portfolio, our buyers also gain access to coveted connected TV inventory where we know consumers are leaning back and giving their full attention.”

With connected TV advertising expected to surpass $10 billion by 2021, per eMarketer, it’s become vitally-important that the identity solutions developed and adopted today are built to last in the industry’s privacy-centric landscape.

“IdentityLink is a leading identity solution through which modern video ad personalization and delivery is taking shape,” said Daniel Church, Beachfront’s director of programmatic, who previously managed demand-side platform partnerships at FreeWheel. “IdentityLink-based advertising provides our publisher and demand partners with more desirable inventory and gives them peace of mind to offer advertisers all the advantages of modern media buying without risking consumer privacy.”

Links: LiveRamp; Beachfront; Beeswax