LiveRamp and Magnite have integrated LiveRamp's RampID identity solution into the Magnite Streaming CTV SSP. This global partnership allows publishers to pass privacy-conscious identifiers to Magnite, enabling advertisers to execute cookieless, omnichannel targeting campaigns and closed-loop measurement across CTV.
The shift toward sell-side identity resolution addresses the accelerating loss of traditional tracking signals like third-party cookies and IP addresses. By embedding RampID into the largest independent SSP, publishers gain a way to maintain premium CPMs through deterministic targeting rather than probabilistic guessing. For the broader ecosystem, this signals a consolidation of identity standards as buyers seek interoperable IDs that work across fragmented CTV and mobile environments. Watch for lift in fill rates for authenticated inventory on Magnite Streaming as advertisers transition budgets from traditional web display to identity-enriched CTV.
LiveRamp's RampID integration with Magnite arrives amid an industry-wide reckoning over how identity signals are passed in programmatic bid streams. The IAB Tech Lab has been developing new OpenRTB specifications to address ID bridging, a practice where sellers present cookie-derived IDs in bid requests even when no cookie exists in the browser. The Tech Lab pushed new protocols through the comment period that provide fields to disclose bridged IDs and which vendors are using them in the supply chain, with the specs nearing finalization for Q4 2025. These new fields will show which company created the bridged ID, which vendor inserted it, and which made the match, giving advertisers visibility into identity provenance without disabling the practice entirely.
Magnite's financial trajectory underscores why identity enrichment matters for its CTV business. Magnite reported Q4 2024 Contribution ex-TAC attributable to CTV of $77.9 million, up 23% year-over-year, exceeding guidance of $75 to $77 million. For the full year 2024, CTV Contribution ex-TAC reached $260.2 million, representing 43% of total Contribution ex-TAC. The RampID integration gives Magnite's publisher base a deterministic identity layer at the point of bid request enrichment, potentially lifting effective CPMs for authenticated inventory as advertisers shift budgets toward identity-enriched CTV environments.
The broader addressability landscape shows publishers increasingly relying on seller-defined identity solutions. An AdExchanger and Verve survey of 178 executives found that 90% of sell-side respondents use publisher-provided IDs, compared to 77% of industry or universal IDs and 68% of identity graphs. The same study found that 87% of sell-side respondents use industry or universal IDs, with LiveRamp IDs specifically named by agency executives as part of their addressability stack. This data suggests RampID's embedding into Magnite's SSP aligns with a market where publishers are actively seeking deterministic identity solutions that do not depend on deprecated browser cookies or device-level advertising IDs.
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