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LiveRamp® (NYSE: RAMP), the leading data connectivity platform, today announced that it is collaborating with advertising technology leader The Trade Desk (NASDAQ: TTD) to enable improved addressable advertising and measurement across channels, without a reliance on third-party cookies or device identifiers. Moving forward, Unified ID 2.0 will be made available to publishers via LiveRamp’s Authenticated Identity Infrastructure. Consequently, publishers that deploy LiveRamp’s Authenticated Traffic Solution (ATS) will see demand from advertisers using both LiveRamp’s pseudonymous, people-based identifier, and the Unified ID 2.0, and help advertisers optimize digital advertising buys across display, mobile in-app, and Connected TV (CTV).
Marketers who work with both LiveRamp and The Trade Desk can now bid on LiveRamp's identifier within The Trade Desk's platform, giving them increased access to addressable inventory, people-based frequency capping and suppression, and the highest possible match of their first-, second-, and third-party data to digital advertising inventory.
Industry collaboration is imperative to ensuring the success of a fair, competitive, and open internet centered on a value exchange between content providers and consumers. In parallel, evolving privacy regulations and policy changes from browsers and device makers are pushing for more transparency. By working together to make these solutions interoperable, LiveRamp and The Trade Desk are helping the advertising industry move beyond the antiquated world of cookies and device IDs to a better solution.
"We purposely designed ATS to be essential addressability infrastructure, capable of supporting multiple identifiers in a neutral and interoperable way,” said Scott Howe, LiveRamp CEO. "The combined demand from The Trade Desk, the largest independent demand-side platform, and the 400+ global brands using LiveRamp, enables publishers and advertisers to thrive in a post-cookie environment.”
Brands, publishers and consumers benefit significantly from this partnership:
Brands now bidding on LiveRamp’s identifier within The Trade Desk’s platform are able to drive greater media efficiencies and higher return-on-investment (ROI) through improved addressable reach and auditable, transparent measurement across desktop, mobile, and CTV. Further, this collaboration enables critical workflows like people-based targeting, frequency capping and suppression can happen without third-party cookies or device IDs
Publishers that implement ATS gain access to both the LiveRamp online identifier and Unified ID 2.0. This allows them to power engagement and ad spend, while fueling higher CPMs and championing consumer privacy. Publishers can also better measure media spend to demonstrate return-on-ad-spend (ROAS)
Consumers - the heart of the digital value exchange - receive more personalized experiences, while maintaining choice and control over their data
Unified ID 2.0 is a new approach to identity that represents an upgrade to third-party cookies, preserving the value exchange of advertising on the open internet, while providing improved consumer controls. The structure of Unified ID 2.0 was outlined as part of IAB Tech Lab’s Project Rearc, with The Trade Desk developing initial product code. Unified ID 2.0 will be non-commercial, open source, interoperable, and administered by an independent organization.
"When we architected Unified ID 2.0 this summer, based on the IAB recipe, we intended it as an industry-wide collaboration that complements and interoperates with other IDs on the market. It is independently-governed and open-source for the same reasons,” said Dave Pickles, chief technology officer and co-founder, The Trade Desk. "Our partnership with LiveRamp reaffirms our shared commitment to interoperability, as we work together to preserve the value exchange of the open internet.”
Travis Clinger, SVP and head of addressability and ecosystem at LiveRamp, added, "LiveRamp’s unique position in the advertising ecosystem - with our neutral and agnostic infrastructure - means we’re able to translate identity across the advertising supply chain, without compromising user privacy and security. It’s a key differentiator, and part of why we’ve seen impressive momentum for ATS.”
To-date, more than 215 publishers worldwide have adopted ATS, including 65% of the US Comscore top 20, and 60% of the US Comscore top 50. Additionally, more than 25 supply-side platforms are live with or implementing LiveRamp’s identifier in the bidstream.
"We expect today’s announcement with The Trade Desk to further accelerate ATS adoption among publishers, as it makes it easier for publishers to connect their inventory to marketer demand. Plus, marketers get the added value of transacting on an identifier proven to perform better than third-party cookies in virtually every way: ROAS, cost-per-page-view, and increased average order value, to name a few,” said Clinger.
To learn more about this global partnership and LiveRamp’s Authenticated Identity Infrastructure, please visit https://liveramp.com/blog/liveramp-enhances-authenticated-identity-infrastructure-support-unified-id-2-0.
About LiveRamp LiveRamp is the leading data connectivity platform for the safe and effective use of data. Powered by core identity capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers. For more information, visit www.LiveRamp.com.
About The Trade Desk The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.
View source version on businesswire.com: https://www.businesswire.com/news/home/20201027005520/en/
Pune, Oct. 26, 2020 (GLOBE NEWSWIRE) -- The global elastomeric foam market size is projected to reach USD 4,462.1 million by the end of 2027. The presence of several large-scale companies will contribute to the growth of the market in the coming years. According to a report published by Fortune Business Insights, titled “Elastomeric Foam Market Size, Share & COVID-19 Impact Analysis, By Function (Thermal Insulation, Acoustic Insulation), By Type (EPDM, Nitrile Rubber (NBR), Others), By Application (HVAC, Automotive & Transportation, Electrical & Electronics, Others), and Regional Forecast, 2020-2027” the market was worth USD 2,648.6 million in 2019 and will exhibit a CAGR of 6.8% during the forecast period, 2020-2027.
Elastomeric foam is widely used in the electronics and electrical industry for a wide range of applications among which insulations stand out as primary use. The product possesses the properties of rubber on the physical front, including ‘flexibility’ and ‘elasticity’. These properties make it suitable for specific or customized applications wherein a large distance of wire is to be insulated without the luxury of a straight line. The massive investments in the research and development of efficient products will have a massive impact on the growth of the overall market in the coming years. The presence of several large-scale companies will subsequently emerge in favor of growth of the overall market in the foreseeable future. The increasing investments in product R&D have enabled a wider application scope and subsequently cater to consumer-specific applications, thus creating a massive growth platform for companies in this sector.
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Lack of Raw Material Supply during the Covid-19 Pandemic has Affected Production
The recent coronavirus outbreak has had a massive impact on several economies across the globe. Due to the rapid spread of the disease, several countries are looking to implement strict measures to control the spread of the disease. The efforts taken to curb the spread of the disease have limited the growth of businesses across the world. Due to practices such as social distancing and lockdowns, there has been a massive shortage of raw materials and resources across the globe. This has affected the production of elastomeric foam across the world. However, the efforts taken to resume industrial operations will bring relief to the companies in this sector.
Increasing Number of Product Innovations will Contribute to Market Growth
The report encompasses several factors that have contributed to the growth of the overall market in recent years. Among all factors, the increasing number of product innovations has made the highest impact on the growth of the market. The rising innovations are attributable to the increasing R&D investments and evidently, the increasing global demand for the product has had a direct impact on this. In February 2020, Zotefoams announced the launch of a new line-up of supreme closed-cell foams. The company introduced the new Zotek, Zotek N, and Zotek T products in its range of elastomeric foams. Given the increasing product demand, the company will look to enhance its global presence and subsequently establish a wider customer base. The increasing number of such product innovations will have a huge impact on the growth of the overall market in the forthcoming years.
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Asia Pacific to Emerge Dominant; Increasing Product Use in HVAC Systems to Aid Growth
The report analyzes the ongoing market trends across North America, Asia Pacific, Europe, the Middle East & Africa, and Latin America. Among all regions, the elastomeric foam market in Asia Pacific is projected to emerge dominant in the coming years. The increasing use of elastomeric foams in HVAC systems has created a massive platform for growth for the companies operating in the market. The presence of large scale manufacturers has enabled a wider product adoption, especially in densely populated countries such as India and China. As of 2019, the market in Asia Pacific was worth USD 1000.9 million and this value is projected to rise at considerable pace in the coming years. Besides Asia Pacific, the market in North America will rise at a considerable pace driven by the increasing product use in the building and construction industry across this region.
List of the Leading Companies Profiled in the Global Elastomeric Foam Market are:
Armacell International SA (Munstar, Germany)
Hira Industries (Dubai, UAE)
Zotefoams PLC (London, UK)
L’Isolante K-Flex S.P.A (Roncello, Italy)
Kaimann Insulation (NRW, Germany)
Huamei Energy-saving Technology Group Co., Ltd. (Beijing, China)
Aeroflex USA, Inc. (Tennessee, U.S.)
NMC Insulation (Eynatten, UK)
Rubberlite. Inc. (Huntington, U.S.)
Kingswell World Industries (Langfang, China)
Other Key Players
October 2019 - Zotefoams introduced a new, innovative and unique range of cellular materials at K 2019. The company will display the recent innovations in the premium and high-performance range of products under the brand name Zotek and Azote.
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Detailed Table of Content:
Definitions and Assumptions
Key Emerging Trends – For Major Countries
Industry SWOT Analysis
Recent Industry Developments - Policies, Collaboration, New Type Launches, and Mergers & Acquisitions
Global Elastomeric Foam Market Analysis, Insights and Forecast, 2016-2027
Key Findings / Summary
Market Size Estimates and Forecast
By Function (Value)
By Type (Value)
Nitrile Rubber (NBR)
By Application (Value)
Automotive & Transportation
Electrical & Electronics
By Region (Value)
Middle East & Africa
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Rubber Foam Market Size, Share & Industry Analysis, By Rigidity (Rigid Foam, Flexible Foam), By Foam Type (Polyurethane Foam, Cross-linked Polyethylene Foam, Neoprene Foam, Silicone Foam, Polyvinyl Chloride – Nitrile Butadiene Rubber (PVC – NBR blend) Foam, Others), By Application (Household Furnishing, Construction, Automotive) Others and Regional Forecast, 2019-2026
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