LiveRamp integrates with Google Ad Manager to boost cookieless programmatic curation
LiveRamp has integrated its Curation service with Google Ad Manager in a closed beta to support addressable and cookieless programmatic advertising. The integration utilizes LiveRamp's RampID and Authenticated Traffic Solution to allow marketers to leverage first-party and market segment data for forecasting and targeting.
Key Takeaways
- Marketers can now use RampID to target first-party and Data Marketplace segments via Google Ad Manager Deal IDs.
- Integrated forecasting tools allow advertisers to plan campaigns against real-time publisher inventory availability.
- The solution supports programmatic guaranteed (PG) and private marketplace (PMP) deals across DSPs, including Amazon and Yahoo.
- Publishers using LiveRamp's ATS can access the curation service to improve deal performance and match rates.
Why It Matters
This integration provides a critical bridge for high-fidelity audience targeting as the industry moves away from legacy identifiers. By embedding RampID directly into Google’s curation workflow, LiveRamp is ensuring that addressability remains viable at scale for premium programmatic inventory. For the streaming ecosystem, this simplifies the execution of data-rich deals in fragmented environments like CTV, where unified identity is often lacking. Watch for whether this beta leads to a wider adoption of curated marketplaces over open auctions as advertisers prioritize signal quality and fraud prevention.
Additional Context
The move follows a broader industry trend toward sell-side curation. Per Digiday in November 2024, Google Ad Manager’s entry into curation marked a strategic shift, as it allow publishers to share first-party signals directly within the marketplace. This shift effectively moves targeting capabilities from the demand-side platform (DSP) to the supply-side, leveraging Google's ad server to provide higher-fidelity signals. Other initial partners for Google's curation rollout included Audigent, Integral Ad Science (IAS), and Permutive, signaling a crowded field of middleware providers vying to solve addressability. Market demand for these solutions is high; per New Digital Age in January 2025, a survey found that 89% of brands were already using curated deals, with another 8% planning to adopt them. This surging interest is largely driven by the 'Made-for-Advertising' (MFA) scandals and the ongoing degradation of third-party cookies. By pre-filtering inventory for brand safety and contextual relevance before it reaching the bidder, curation platforms help advertisers reduce wasted spend. LiveRamp has also been expanding its footprint across the streaming and audio landscape. In February 2025, the company announced that its Authenticated Traffic Solution is now enabling programmatic bidding for authenticated audiences on Spotify. Additionally, per Environics Analytics in January 2025, major Canadian publishers like Postmedia and the Toronto Star have adopted LiveRamp's ATS. These cumulative integrations suggest that RampID is positioning itself as a primary interoperable layer between major walled gardens like Google and the independent web.
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