With personalised experiences being the most lucrative and effective way to drive revenue increases, the need for leveraging 1st party data is increasingly prevalent, and a major focus for Content Ignite and the Fusion platform. Using ID solutions to identify and track User activity to improve targeting and maximise performance, Content Ignite’s Fusion platform has expanded its ID Solutions features even further; introducing additional providers like The Trade Desk EUID and UID2, Audigient, ID5, to its comprehensive stack, with even more in the coming weeks and months. This expansion will provide publishers with even more tools to enhance their monetisation strategies and ad targeting precision with total flexibility. Once set up, new ID providers can be added with just a few clicks in the Fusion Platform and zero changes on site!
This case study demonstrates the successful integration of LiveRamp identity resolution with Google Publisher Advertiser Identity Reconciliation (PAIR) through Content Ignite's Fusion platform, resulting in a 4% revenue uplift for a leading website publisher in our network. This initiative leveraged LiveRamp’s sophisticated identity solutions and Google PAIR’s capabilities within Fusion, to optimise ad targeting and improve monetisation strategies.
The publisher struggled to maximise ad revenue due to challenges in identifying users across devices and platforms. This resulted in inefficient ad targeting and reduced returns on advertising spend. A robust solution was therefore required to unify user identities and enhance ad targeting precision to boost their advertising revenue. Actually being able to track the uplift is also very difficult for most publishers, so a requirement was to be able to prove if the test was a success.
The publisher utilised Content Ignite's Fusion platform to integrate LiveRamp’s identity resolution technology with Google PAIR. This powerful combination facilitated:
The integration process involved several key stages:
Within three months of implementation, the publisher noted significant enhancements:
The strategic use of LiveRamp and Google PAIR through Content Ignite's Fusion platform not only provided a technological edge but also directly contributed to bottom-line results. This case study demonstrates how innovative ad technology can effectively address modern challenges and maximise revenue.
We’re excited to announce a major upgrade to Fusion Alerts — one that’s designed to make staying on top of critical revenue and traffic events even faster, more collaborative, and better integrated with your team's day-to-day workflows.
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