Molson Coors is partnering with data connectivity platform LiveRamp and advertising platform Amobee to develop an alternative to the third-party cookie.
LiveRamp says its Authenticated Traffic Solution (ATS) helps clients like Molson Coors run and measure campaigns without relying on third-party cookies. The ATS starts with publishers who already collect user information, including news sites that require readers to log in or otherwise identify themselves. LiveRamp pulls that information together across multiple publishers to help create a unique identifier. Amobee then accesses ATS-enabled inventory to measure, track and provide to clients for further action.
LiveRamp is working with more than 215 global publishers, including 60% of the U.S. Comscore top 50, representing more than 14,000 distinct web properties and reaching more than 90% of the U.S. addressable population
For a brand like Molson Coors, the ability to identify audiences is critical to dealing with what the brewer says is an inherent disconnect in its industry. “Beer is an interesting question, we operate in a three-tier system,” says Megan Sullivan, senior manager of marketing data strategy at Molson Coors. “We’re removed from the consumer at the point of purchase because of suppliers and distributers—but we can market to consumers directly.”