MobileFuse Expands Partnership With LiveRamp, Increases Publisher Fill Rates Over 300%

MobileFuse, an in-app, CTV and DOOH advertising platform, today announced an expanded, strategic partnership with LiveRamp, a data collaboration platform. MobileFuse says it is using LiveRamp’s Authenticated Traffic Solution, “helping publisher partners uncover new revenue opportunities and benefit from higher fill rates — all while navigating mobile signal deprecation and an increasing third-party cookie-free environment.”

LiveRamp’s Authenticated Traffic Solution connects publishers’ and marketers’ first-party data to create authenticated audiences at scale, and “enables marketers to connect with their customers wherever they are spending time. As the ecosystem learns how to drive better results without third-party signals, including addressing the final steps of Chrome third-party cookie deprecation in late 2024, the Authenticated Traffic Solution enables inventory to be both addressable and measurable. This partnership showcases MobileFuse’s commitment to providing clients and partners with the tools to maintain data-driven marketing capabilities.”

The Authenticated Traffic Solution enables authenticated first-party connectivity via RampID, LiveRamp’s privacy-centric identifier for connecting the digital and martech ecosystem. MobileFuse is one of the first and largest adopters of in-app RampID, “offering the most diversity across in-app supply with RampID” through its network. This allows their publishers to share authenticated inventory with more than 450 of the world’s leading advertisers across multiple bidding platforms. With this partnership, MobileFuse says it publishers “have already seen as high as a 303% increase in monetization when RampID is present.” Additionally, requests with RampID correspond to a 317% increase in fill rate, the company said.

Ken Harlan, MobileFuse founder-CEO, said: “We are determined to become one of the largest providers of unique IDs, and to ensure our partners have what they need to reach critical business objectives. Implementing LiveRamp’s Authenticated Traffic Solution does just that, ensuring partners can confidently deliver personalized experiences to consumers while keeping up with real-time privacy and consent changes.”

Together, MobileFuse and LiveRamp “make it easy to find addressable audiences without third-party cookies or mobile identifiers. Publishers can leverage the integration to unify and connect authenticated first-party data via MobileFuse SDK, which includes white-glove service for activating RampID downstream to all bidders, or via other real-time bidding methods that prioritize ease of integration.

“An added perk to leveraging LiveRamp’s Authenticated Traffic Solution is the ability to leverage interoperable, high-quality authenticated identifiers, including RampID, CoreID, UID2, and others upon request, giving bidders flexibility and seamless scale. This approach makes it easy to personalize addressable audiences without third-party cookies or mobile identifiers,” MobileFuse said.