Publishers like The Washington Post and The New York Times use LiveIntent to sell ads in email newsletters, work the firm is betting on as it gets harder for advertisers to target ads with cookies.
Liveramp has long worked with big brands to run targeted digital ads by onboarding data like loyalty card information and sales data. It's now trying to make deeper inroads with publishers to help them sell and target ads. Lotame signed a deal with Amobee in 2020 to use Lotame's data to fine-tune social ads on Facebook, Snap, and Pinterest. A similar deal with Nielsen Taiwan allows marketers to layer Lotame's data on top of retail data.Katie Evans, chief operating officerEvans helped merge 600 employees from Rubicon Project and Telaria in April to form Magnite, which helps publishers sell ads on OTT apps.