LiveRamp has partnered with sports streamer DAZN and news publisher Daily Mail, integrating them into its Authenticated Traffic Solution (ATS) to build an advertising model that sidesteps the demise of third-party cookies. The move allows the publishers to directly monetize their logged-in audiences by connecting them with advertisers in a privacy-focused way.

• The post-cookie playbook: The strategy hinges on converting authenticated first-party data, like a user's login, into an encrypted, pseudonymous identifier called RampID. This gives advertisers a way to target and measure campaigns across a premium network of publishers without relying on crumbling, cookie-based infrastructure.

• A tale of two publishers: For DAZN, the value is clear; its "global subscriber base is 100% logged in," creating a massive, addressable audience for partners, according to VP Joe Connors. Meanwhile, the Daily Mail aims to future-proof its ad-dependent business model by using the system to "better align campaigns with our audiences’ interests," said Adam Leslie, Director of Product at Mail Metro Media.

• Evolve or expire: "These partnerships demonstrate how media owners are evolving their data strategies to build sustainable revenue models beyond third-party cookies," said Reza Amiri-Garroussi, Head of Publishers & Platforms UK at LiveRamp. He noted that advertisers can now seamlessly reach authenticated audiences across both platforms.

The deals solidify LiveRamp's position as a central player in the race to build the new identity infrastructure for advertising, creating a valuable, high-intent network for marketers to tap into. While LiveRamp builds its network, tech giants are making their own moves, with Google detailing its framework for "Secure Signals" to share obfuscated ad data. The entire industry continues to shift, with other trends showing GenAI ad spend hitting new highs and a growing consensus that connected TV is poised to become a major commerce engine.