The Daily Mail appears to have finally woken up to the need to adhere to privacy regulations, after signing up to LiveRamp’s Authenticated Traffic Solution, which is designed to enhance addressability across premium audiences, enabling brands to activate and measure campaigns more effectively.
Along with premium sports entertainment platform DAZN, the Mail – whose MailOnline website boasts 24.7 million monthly unique users – will be able to connect first-party user data with LiveRamp’s durable identifier, RampID, to enable advertising on authenticated inventory while respecting consumers’ privacy.
RampID allows marketers to find audiences everywhere they want, including directly from publishers, through open exchanges, in private marketplaces, and on every channel and browser, all without relying on third-party identifiers.
Through the partnership, Daily Mail and DAZN are evolving their first-party data strategies for improved marketing and monetisation.
As such, they open up a new tranche of high value inventory and gain greater control over how it is transacted, while advertisers benefit from people-based reach, improved measurement and more relevant audience engagement.
The ATS’s neutrality and interoperability also enable connectivity, activation and measurement of first-party data across LiveRamp’s network, expanding collaboration opportunities with advertisers both directly and programmatically.
LiveRamp’s authenticated ecosystem now spans 22,000+ publisher domains including Reach plc and News UK, the world’s largest CTV providers including Netflix, leading commerce media networks and AI-powered platforms.
LiveRamp head of publishers and platforms UK Reza Amiri-Garroussi said: “Marketers want omnichannel activation across premium environments, and publishers want to leverage their first party data to enable people-based marketing in a privacy conscious way.
“These partnerships demonstrate how media owners are evolving their data strategies to build sustainable revenue models beyond third-party cookies. Advertisers can now seamlessly reach authenticated audiences across Daily Mail, and DAZN, pathing the way for more advanced data collaboration opportunities.”
Back in 2023, Mishcon de Reya senior data protection specialist Jon Baines filed a complaint with the Information Commissioner’s Office over the MailOnline’s privacy policy.
Acting in a personal capacity, and published in the form of an open letter to Commissioner John Edwards, Baines exposed how MailOnline failed to offer readers a “reject all” option to opt-out of cookies.
In the letter, Baines wrote: “I cannot claim to be distressed by the infringements I allege, but I do claim to be irritated, and to have, cumulatively, been put to excess time and effort repeatedly trying to opt out of receiving cookies on the website and understand what sort of processing is being undertaken, and what sort of confidentiality of communications exists on it.”
Baines also cited examples of the ICO insisting it will take tough action, including issuing fines, for non-compliance of the legislation, under Article 77 UK GDPR and regulation 32 of PECR.
His letter concluded: “Of course the website here is not the only example of apparent non-compliance: poor practice is rife. Arguably, it is rife because of a prolonged unwillingness by your office and your predecessors to take firm action.”
The move followed accusations that the ICO had lost its appetite for issuing fines after it blamed “limited resources” for dropping its investigation into EasyJet’s 2019 mass data breach – one the biggest ever cyber attacks.
The ICO rejected the claims, although three years later its performance is still being questioned.
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