LiveRamp solutions first to become AMI-certified by Digital Advertising Alliance to enable better, more sustainable marketing
- None.
- None.
LiveRamp's achievement in becoming the first company to receive Addressable Media Identifier (AMI) certification by the Digital Advertising Alliance (DAA) represents a pivotal development in the digital advertising industry. As third-party cookies are phased out, the demand for privacy-compliant advertising solutions is surging. LiveRamp's certification assures stakeholders of its commitment to privacy standards and positions the company as a leader in the transition to a cookieless digital environment.
From a market perspective, this certification could potentially enhance LiveRamp's competitive edge, as advertisers and publishers seek compliant and effective alternatives to third-party cookies. The certification may also foster trust among partners and clients, potentially increasing market share and influencing stock performance positively. Moreover, the early adoption of these standards by LiveRamp could set a precedent for industry practices, possibly leading to increased regulatory expectations for competitors.
The legal implications of LiveRamp's AMI certification are significant, given the increasing global focus on data privacy and protection. The certification indicates that LiveRamp's practices are in line with DAA's Policy Framework, which could mitigate legal risks associated with non-compliance to privacy regulations. This proactive approach to privacy can be seen as a strategic move to navigate the complex regulatory landscape, potentially reducing exposure to legal challenges and fines that can arise from privacy breaches or non-compliance.
For stakeholders, this certification could mean a lower risk profile for LiveRamp, as adherence to privacy standards becomes a critical factor in the digital advertising industry. The legal robustness of LiveRamp's solutions may also reassure investors and clients, contributing to a stable and responsible brand image.
The certification of LiveRamp's solutions by the DAA underscores the company's dedication to upholding high data privacy standards. The evaluation of LiveRamp's practices in areas such as policy adherence, process maintenance, data retention, transparency and certification compliance demonstrates a comprehensive approach to data privacy that goes beyond basic legal requirements. This is particularly relevant as consumers become more aware of their data rights and as the industry faces the imminent deprecation of third-party cookies.
For businesses and advertisers, LiveRamp's AMI certification provides a level of assurance that their data strategies can be executed without compromising consumer privacy. This is not only beneficial from a compliance standpoint but also from a consumer trust perspective, which is increasingly becoming a differentiator in the market. The ability to offer privacy-centric advertising solutions is likely to become a key factor in vendor selection processes, potentially impacting LiveRamp's growth trajectory and market value.
LiveRamp’s Authenticated Traffic Solution, as well as its durable, privacy-centric identifier, RampID, have been successfully reviewed and found compliant with the Digital Advertising Alliance’s (DAA) Policy Framework for Addressable Media Identifiers. In a rigorous process, TRUSTe, a subsidiary of TrustArc, reviewed LiveRamp’s solutions in five critical areas, validating the steps LiveRamp has taken to establish, maintain, and continually improve privacy practices aligned with the DAA’s self-regulatory AMI frameworks. The areas of evaluation included:
- Policies and Standards, including ensuring that controls are in place to limit the use of AMIs to only those purposes allowed under DAA policy
- Processes, including processes to maintain records and reports to demonstrate compliance with the DAA Policy Framework for AMIs
- Use, Retention, and Disposal, including purpose limitation, special requirements outlining prohibited uses of AMIs, and the use of sensitive information with AMIs that require the individual’s opt-in consent
- Transparency, including providing enhanced notice and website notice regarding the use of AMIs and adherence to the DAA Policy Framework for AMIs
- Reporting and Certification, including accessibility to AMIs under equal, reasonable, and non-discriminatory terms and conditions
“LiveRamp has been an industry leader in adopting rigorous industry-backed, independently-enforceable standards to strengthen privacy practices while improving partner outcomes, and we are delighted that they’ve become the first company to complete the DAA’s AMI certification,” said Lou Mastria, CIPP/US, executive director of the DAA. “This achievement serves as a clarion call for the industry to move quickly to ensure their cookie-based and next-generation advertising solutions are compliant with the DAA’s past and current standards. LiveRamp is setting a model for the industry at making meaningful and timely progress towards this goal.”
The DAA and its standards are supported by the leading ad industry trade groups, including the 4As, American Advertising Federation, Association of National Advertisers/ANA, Interactive Advertising Bureau, and Network Advertising Initiative. The DAA’s AMI Certification advances the industry’s commitment to consumer privacy self-regulation by, among other things, introducing the concepts of permitted and prohibited uses of data. Through responsible data collection and use, coupled with transparency and control, AMI Certification shows a renewed commitment to high standards by responsible actors in the digital advertising ecosystem.
“We’re grateful for the DAA’s focus on maintaining critical functionality across the digital ecosystem, something we’ve championed ourselves with LiveRamp’s connectivity and interoperability,” said Travis Clinger, Chief Connectivity & Ecosystem Officer. “With the
About LiveRamp
LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and enterprise identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners.
Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in
About the Digital Advertising Alliance
The Digital Advertising Alliance (DAA) is an independent not-for-profit organization which establishes and enforces responsible privacy practices for relevant digital advertising, while giving consumers information and control over the types of digital advertising they receive. The DAA runs the YourAdChoices, mobile AppChoices, PoliticalAds and PrivacyRights.info programs. Underlying the DAA's efforts are the DAA Self-Regulatory Principles, including updates to address changing technologies and business models around multi-site, mobile, and cross-device data. Compliance with the DAA Principles is independently enforced for all companies in digital advertising by BBB National Programs and the Association of National Advertisers (ANA). The DAA is managed by a consortium of the leading national advertising and marketing trade groups, including the 4A's; American Advertising Federation; ANA; Interactive Advertising Bureau; and Network Advertising Initiative, with the advice of BBB National Programs.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240125818088/en/
Michelle Millsap
PR@liveramp.com
Source: LiveRamp
FAQ
What certification did LiveRamp achieve from the DAA?
What are the solutions from LiveRamp that are compliant with the DAA's Policy Framework for Addressable Media Identifiers?
Who reviewed LiveRamp's solutions for compliance with the DAA's standards?
Which industry trade groups support the DAA's standards?
What does the AMI Certification signify for the digital advertising ecosystem?
