Guest Columns
3 mins read

Synergy of value: How open web publishers can better connect advertisers with audiences

Social media and Retail Media Networks may dominate personalised advertising, but open web publishers are pushing back. Prioritising data-driven strategies and creating relevant user experiences is key to building seamless synergies between advertisers, users, and platforms. LiveRamp’s Reza Amiri-Garroussi explains more…

Thanks in large part to the success with which the major social networks have activated their users’ data for over twenty years, users have become accustomed to online experiences that are catered to their personal preferences and are consistent no matter the device used.

Advertisers, having also become reliant on the effective ad targeting and measurement enabled by these curated user experiences, will allocate spend to the channels most capable of providing this ‘people-based’ marketing. This includes social media platforms but also increasingly Retail Media Networks (RMN), which continue to proliferate and expand their capabilities.

Lacking the same operational capacity and wealth of first-party data available as these walled gardens, open web publishers have traditionally struggled to compete in this area. In particular, activating at the same scale and delivering the same transparency of ad spend efficiency. However, there are ways that open web publishers can address these historic disadvantages.

By adopting data-driven strategies similar to those used by larger platforms, understanding what audiences appreciate and what advertisers’ partners need, open web publishers can create a synergy of value. This means open web publishers can enhance user experiences, build stronger advertiser relationships, and in doing so, attract a larger share of ad spend.

Open web publishers strike back

The topic of ‘personalised’ targeted advertising has been the subject of much discussion in recent years, as regulators around the world have rolled out new data privacy laws to protect individuals and govern how companies use personal data.. For open web publishers, navigating these regulations, while ensuring a seamless user experience, is critical.

This is where first-party, authenticated data comes in. By gathering and analysing this rich data, publishers can offer privacy-centric insights that advertisers find invaluable while also providing users with a more relevant and meaningful ad experience. This mutual benefit forms the foundation of the synergy that connects advertisers with engaged audiences and brand partners.

The role of transparency in building trust

Collecting first-party data requires users’ consent, which is done by offering a transparent value exchange. By clearly communicating the benefits users will receive – such as more personalised content, relevant ads, and support for independent journalism – publishers can build trust with their users and encourage data sharing. Indeed, when users are better informed about their data usage and trust that a publisher has their interests at heart, they are more likely to authenticate.

Even if a relatively small percentage of a publisher’s audience is authenticated, these users will likely be the most engaged and generate the majority of ad inventory. It’s not uncommon to see 20% of a publisher’s authenticated audience representing more than 80% of its total engagement.

Many UK publishers have successfully implemented this approach. For example, The Independent has over 5m registered users, and the national and local news titles under Reach, which have a large bank of authenticated users between them. By educating their audiences on the value of sharing data, these publishers have created a clear exchange.

Moreover, today the benefits of authenticated data extend beyond traditional media outlets and can be applied across various sectors. For example, classified platforms such as Gumtree and Zoopla have also achieved strong value exchanges with their users to encourage authentication, and so too are enjoying the results of people-based marketing.

Maximising value through connectivity

Once publishers have secured this authenticated data, in combination with a connectivity solution, it can be leveraged directly, through open exchanges, in private marketplaces, via direct deals and within every walled garden. Alongside identity solutions that activate first-party data and make it actionable for partners through data collaboration, truly scalable, personalised consumer experiences can be delivered.

In 2024, the focus for open web publishers should be on creating relevant, authentic and consistent messaging for users across all platforms. Not only will these strategies allow open web publishers to produce more ad revenue, but they’ll have the added result of improving relations with both their advertiser partners and their users – building a lasting synergy of value that benefits all parties.

Reza Amiri-Garroussi
Head of Connectivity & Ecosystem UK, LiveRamp

About LiveRamp: With 13 offices around the world, LiveRamp is a leading data connectivity platform, empowering businesses to securely connect, control, and activate data for better customer experiences. With a strong focus on privacy, LiveRamp enables data-driven marketing and decision-making across multiple channels, delivering personalised experiences at scale. Its identity resolution and data collaboration tools help clients maximise the value of their data across the open web and beyond.