Announcement: Cookie Deprecation for UK Distributions on April 30, 2024 (2024-03-18)
As of April 30, 2024, LiveRamp will stop including cookies in UK distributions of data and instead focus on delivering RampIDs.
As you probably know, the deprecation of the third-party cookie due in September on Chrome is edging ever nearer. As a leader in consumer privacy, data ethics, and foundational identity, LiveRamp is making the proactive decision to help our UK customers plan for the future by moving to a completely cookieless open-web solution by April 30, 2024.
LiveRamp is making this change now for UK distributions because we see authenticated identity as the way forward for our 900+ customers to thrive in the global ecosystem quicker, and for advertisers to obtain that ever-important business advantage. While the 2024 scheduled deprecation of third-party cookies in Chrome represents the last remaining third-party signal to fall, RampID is the industry standard for activation and measurement, enabling better addressability and measurability than third-party cookies do today. Critically, it reaches more people where they are, consistently and measurably on every channel - whether that’s mobile, in-app, desktop or CTV.
This will mean an evolution of what and how we support our UK customers with their open-web media investments. Open-web activation will now be based on RampID rather than device-based identifiers, similar to how you currently plan and buy in Social, Search, TV, etc.
All major DSPs are already enabled to bid on RampID and we are working closely with them to scale over the next 3 months and beyond to become the addressable open-web option for our brand clients.
The way that you send data to these DSPs will not change: you will still be able to distribute the audiences using the DSP tile we set up in your Safe Haven platform or the appropriate tile in Connect.
Today the LiveRamp Cookie match is typically <5% of your audience. With our total investment and increased publisher integrations, we believe that RampID integrations will quickly exceed this and scale as demand switches as more publishers come online.
To continue growing and achieving the scale that the ecosystem needs for a successful transition away from third-party cookies, we’d like to work with our UK customers to;
Evolve your media plans to better understand the tactics that you are implementing
Understand which publisher and platforms are important to you in your addressable media
Make sure that our solutions are well understood and delivered come April 30th.
We’ll keep you updated on progress in the coming weeks in our syncs and appreciate your continued support. For more information on using RampID-enabled platforms, contact your LiveRamp representative.