Customers of Magnite's connected TV (CTV) sell-side advertising platform, Magnite Streaming, will now be able to deploy LiveRamp's Authenticated Traffic Solution to drive greater omnichannel addressability.

The new partnership builds on the existing support of LiveRamp's privacy-centric identifier, RampID, within Magnite DV+, with publishers now able to use the Authenticated Traffic Solution to better connect their inventory to marketer data across digital display, premium video, mobile in-app, and now CTV. Marketers can plan and build campaigns, directly accessing supply without reliance on the third-party cookie, mobile device ID, or IP address.

Customers of the LiveRamp Clean Room will be able to extend their off-site, loyalty program, or transaction-based data, and seamlessly activate their campaigns on Magnite, using RampID as the identifier powering connectivity. Magnite's support for 100% measurability on RampID means that retailers can bring exposure data back into their media network to provide fully closed loop reporting that shows the CPG how the media investment drove in-store sales.

Magnite Managing Director ANZ, Yael Milbank, said: "This partnership further strengthens Magnite's position as the bridge between publishers and advertisers in programmatic streaming and CTV. Together with LiveRamp, we enable mutual clients to seamlessly connect their inventory with marketer data, reach their desired audiences with precision, and ultimately deliver greater return on ad spend. This partnership is fantastic news for Australian and New Zealand programmatic advertising, providing a future-proof solution for success."

The partnership will rollout across the more than 19 markets that LiveRamp and Magnite share, including in the United States, Canada, Mexico, APAC, LATAM, and EMEA.

SVP, Strategic Partnerships at Magnite, Kristen Williams, said: "LiveRamp has been at the forefront of delivering innovative identity solutions for marketers, publishers, and companies like Magnite who enable mutually beneficial outcomes for our joint clients. We're excited to continue our work with LiveRamp to increase addressability for our mutual clients and enable them to find their desired audiences across all media types."