Warner Bros. Discovery & LiveRamp partner to launch new privacy-first solution
Warner Bros. Discovery’s International Advertising-Sales and Marketing Solutions division has partnered with LiveRamp (NYSE: RAMP) to launch a new privacy-first solution to bring clients targeted addressable marketing at scale across Eurosport’s online platforms.
Developed using LiveRamp’s Authenticated Traffic Solution (ATS), the technology offers brand partners of Eurosport, the leading multi-sport destination in Europe, the ability to use cookie-less identifiers to engage more efficiently with audiences with addressable reach, and a one-to-one targeting capability to achieve greater ROI. Using LiveRamp’s privacy-first, pseudonymous identifier, RampID, Eurosport clients can match Eurosport’s first-party authenticated audience with its own customer data, greatly enhancing how potential customers can be identified, engaged and converted over time.
The solution will begin with Eurosport brand partners on Eurosport.com and local platforms in France (Eurosport.fr), Germany (Eurosport.de), Italy (Eurosport.it),Romania (Eurosport.ro) andSpain (Eurosport.es),and is already being live trialled in the UK (Eurosport.co.uk). By using a cookieless approach, the solution does not rely on 3rd party data but a direct authenticated audience match for those who have opted-in to enjoy Eurosport’s online services. It also allows clients to open up audiences across cookieless browsers such as Safari (for Apple iOS devices) and Firefox.
Eurosport joins over 1,000 publishers and distribution partners who have integrated with ATS, along with over 400 of the world’s leading advertisers who can activate campaigns leveraging authenticated inventory. Deploying ATS helps accelerate Discovery Eurosport’s move away from third-party cookies and towards a sustainable, privacy-centric, people-based solution, with Discovery Eurosport seeing better performance with ATS than with cookies.
Luke Whalley, senior director, international digital ad sales, sports & entertainment, said: “The scale of Warner Bros. Discovery and the breadth of our portfolio offers our partners a unique opportunity to engage with anyone and everyone. When you combine this with our ability to be incredibly targeted in who you can reach when accessing our premium audiences through our channels and platforms, it is clear how we can help drive significant ROI from our client’s campaigns.
“As one of the most visited free-to-access sports destinations in Europe and ahead of a huge summer of sport, it is hugely exciting to extend this targeting capability to Eurosport’s online destinations. The fact we can offer clients a fully addressable and targeted solution, while also continuing to help enhance privacy for our audiences, is particularly satisfying.”
Travis Clinger, SVP, addressability and ecosystem at LiveRamp, said: “We believe in a new ecosystem that puts individuals in control of their data, that brings publishers and marketers closer to individuals and each other; Discovery Eurosport’s deployment of ATS is the latest step towards this ecosystem. With so much change sweeping through the market, we’re seeing adoption of ATS rise for a number of reasons, but most importantly among them, ATS offers publishers and brands better results, today.”
The technology is created and powered by LiveRamp, and is available to their suite of customers, as well as those of Eurosport and new customers.
Eurosport.com, the local country versions and the Eurosport App engage up to 50 million unique users a month. They bring sports fans across Europe the latest sports news, scores and results – featuring leading journalism, news updates and free and premium video, including Eurosport’s extensive portfolio of live sports rights. This summer, Eurosport is exclusively presenting Grand Slam tennis from Roland-Garros and the US Open, cycling each week including the Giro d’Italia, Tour de France and La Vuelta a España, and much more ahead of the winter sports World Cup season. Exchange Wire
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