LiveRamp and Magnite integrate RampID to boost global CTV addressability
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.
Key Takeaways
- Publishers can now use LiveRamp’s Authenticated Traffic Solution to pass RampID directly to Magnite Streaming.
- Integrated support for LiveRamp Clean Rooms allows retailers to activate loyalty and transaction data for programmatic off-site media campaigns.
- The solution is currently active in more than 19 mutual markets, including the U.S., Canada, Mexico, APAC, and EMEA.
- RampID-based activation enables closed-loop reporting for CPGs, linking streaming ad exposure to in-store sales outcomes.
Why It Matters
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.
Additional Context
The expansion of RampID within Magnite Streaming follows a period of heavy consolidation in the sell-side technology stack. In February 2023, Magnite launched its dedicated Magnite Streaming platform to unify its previously acquired assets, SpotX and SpringServe (per Adnimation, May 2024). This structural shift aimed to provide a singular entry point for premium streaming publishers, a strategy that has gained traction as digital video is projected to account for 58% of all TV and video spend this year (per Magnite/IAB, April 2026). This move parallels similar industry efforts to standardize identity, such as the cross-platform adoption of UID2 and Yahoo’s ConnectID, as publishers move away from defensive yield management toward proactive, signal-rich supply strategies.
Contextual signals and first-party data are becoming the primary levers for CTV monetization. Per Forrester (November 2024), Magnite’s ability to leverage signal partnerships was cited as a key differentiator in the sell-side platform market, particularly for complex environments like live events. Meanwhile, recent benchmarking from Jounce Supply (September 2025) indicated that Magnite covers approximately 99% of CTV supply, underscoring the scale at which RampID-based targeting can now be deployed. As identity frameworks migrate closer to the sell-side, integrations like this allow for deeper measurement techniques, such as cookieless attribution, which has shown accuracy rates of up to 91% by matching deterministic signals at the household level (per Starti.ai, April 2026).
Read full article at liveramp.com
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