Warner Bros. Discovery’s International Advertising-Sales and Marketing Solutions division has partnered with LiveRamp to launch targeted addressable marketing tools for Eurosport’s online platforms.
Developed using LiveRamp’s Authenticated Traffic Solution (ATS), the technology offers brand partners of sports broadcaster Eurosport, the ability to use cookie-less identifiers to engage more efficiently with audiences with addressable reach, and a one-to-one targeting capability to achieve greater ROI.
Using LiveRamp’s privacy-first, pseudonymous identifier, RampID, Eurosport clients can match Eurosport’s first-party authenticated audience with its own customer data.
This can improve how potential customers can be identified, engaged and converted over time.
The solution will begin with brand partners on Eurosport.com and local platforms in France, Germany Italy, Romania and Spain,and is already being live trialled in the UK.
By using a cookieless approach, the solution does not rely on 3rd party data but a direct authenticated audience match for those who have opted-in to enjoy Eurosport’s online services. It also allows clients to open up audiences across cookieless browsers such as Safari (for Apple iOS devices) and Firefox.
Luke Whalley, Senior Director, International Digital Ad Sales, Sports & Entertainment, said: “As one of the most visited free-to-access sports destinations in Europe and ahead of a huge summer of sport, it is hugely exciting to extend this targeting capability to Eurosport’s online destinations. The fact we can offer clients a fully addressable and targeted solution, while also continuing to help enhance privacy for our audiences, is particularly satisfying.”
Eurosport joins over 1,000 publishers and distribution partners who have integrated with ATS, along with over 400 of advertisers who can activate campaigns leveraging authenticated inventory.
Travis Clinger, SVP, Addressability and Ecosystem at LiveRamp, said: “We believe in a new ecosystem that puts individuals in control of their data, that brings publishers and marketers closer to individuals and each other; Discovery Eurosport’s deployment of ATS is the latest step towards this ecosystem. With so much change sweeping through the market, we’re seeing adoption of ATS rise for a number of reasons, but most importantly among them, ATS offers publishers and brands better results, today.”