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LiveRamp is the first company in the industry to receive Addressable Media Identifier (AMI) certification from the Digital Advertising Alliance (DAA), the advertising industry’s self-regulatory body for relevant digital advertising. Publishers, marketers, and the broader ecosystem can leverage and build on his LiveRamp solutions with confidence that they can withstand beyond third-party signal loss. With this certification, businesses recognize LiveRamp as the right partner to help both the buyer and seller sides better connect data and improve customer experience, ensuring compliance with various regulatory requirements. We will do our best to ensure that it is maintained.
“We are grateful that DAA is focused on maintaining critical capabilities across the digital ecosystem, which is what we have championed with LiveRamp connectivity and interoperability.”
LiveRamp’s authenticated traffic solution and its durable, privacy-centric identifier, RampID, has been successfully vetted and found compliant with the Digital Advertising Alliance (DAA) Addressable Media Identifier Policy Framework it was done. TRUSTe, a TrustArc subsidiary, reviews LiveRamp’s solution in five key areas during a rigorous process to establish, maintain, and continually improve privacy practices in alignment with the DAA’s self-regulatory AMI framework. We examined the steps LiveRamp took to achieve this goal.
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Areas of assessment include:
- policies and standards; This includes ensuring that controls are in place to limit the use of the AMI to only the purposes permitted by the DAA policy.
- process, Includes processes for maintaining records and reports to demonstrate AMI’s compliance with the DAA policy framework.
- use, storage, disposal, This includes purpose limitations, special requirements outlining prohibited uses of AMI, and use of sensitive information in AMI that requires individual opt-in consent.
- transparency, This includes providing enhanced notices and website notices regarding the use of AMI and compliance with AMI’s DAA policy framework.
- reporting and certification; including access to AMI under equal, reasonable and non-discriminatory terms and conditions;
“LiveRamp is an industry leader in implementing rigorous, industry-backed, independently enforceable standards to strengthen privacy practices while improving outcomes for our partners, and is the first to complete DAA’s AMI certification. We are pleased to have become one of the largest companies in the world,” said Lou Mastria. , CIPP/US, Executive Director of DAA. “This achievement is a clear call to the industry to act quickly to ensure that next-generation cookie-based advertising solutions comply with his DAA’s past and current standards. This will serve as a model for the industry to make meaningful and timely progress.”
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The DAA and its standards are supported by major advertising industry trade associations, including the 4A, American Advertising Federation, Association of National Advertisers/ANA, Interactive Advertising Bureau, and Network Advertising Initiative. DAA’s AMI certification furthers the industry’s commitment to consumer privacy self-regulation by, among other things, introducing the concept of permitted and prohibited data uses. AMI certification demonstrates a renewed commitment to high standards by responsible actors in the digital advertising ecosystem through responsible data collection and use, transparency and governance.
“We appreciate DAA’s focus on maintaining critical capabilities across the digital ecosystem, which is what we have championed ourselves with LiveRamp’s connectivity and interoperability.” said Travis Clinger, Chief Connectivity and Ecosystem Officer. “With the complete retirement of third-party cookies looming in the months ahead, for those just getting started or shifting their focus to going cookie-less, this provides the scale and performance they need. You will be able to choose your solution with confidence.”
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[To share your insights with us as part of editorial or sponsored content, please write to sghosh@martechseries.com]
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