LiveRamp's ATS identity solution adopted by Hearst magazines -

Hearst Magazines has announced that it has adopted LiveRamp’s Authenticated Traffic Solution (ATS) across all 25 of its U.S. brands including Elle, Esquire and Good Housekeeping. ATS allows publishers and their supply-side partners to resolve first-party data to encrypted, anonymous “identity envelopes,” supporting the possibility of reaching users across different platforms without the use of third-party cookies.

This means that marketers will be able to buy authenticated inventory Hearst Magazines that does not rely on third-party cookies, mobile ad IDs or IP addresses. “ATS provides Hearst and our partners with a powerful mechanism to connect audiences in a privacy-first manner that will deliver increased relevance for consumers and improved campaign performance for marketers,” said Kristen O’Hara, chief business officer of Hearst Magazines, in a release.

Why we care. As we’ve been saying for months now, the race is on. ATS is clearly one of the leading identity resolution solutions now available to publishers, but of course it’s not the only one. Interoperability among these solutions is still a work in progress.

“We absolutely support interoperability, and we are already interoperable with The Trade Desk’s Unified ID 2.0,” Travis Clinger, SVP, Addressability and Eco-system at LiveRamp, told us. That doesn’t mean, of course, that competitive advantages aren’t being sought.

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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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