MiQ Australia partners with LiveRamp and Similarweb, and launch Audience Panel

MiQ Australia has announced its new capabilities that are aimed at enabling its advertising clients to thrive in a post-cookie era.

Damien Healy, operations officer for MiQ APAC, said: "MiQ's focus is always at the leading edge of what’s possible. MiQ Australia is already running more than 50% of our media without the support of cookies and we continue to push towards a future where this is 100%."

MiQ’s global product teams have developed an 'identity spine' that allows MiQ Australia's clients to mix, match, and leverage the huge array of different identifiers that will exist in the programmatic ecosystem.

This will help to connect both media targeting and deep analytics across different browsers, set-top boxes, smart TVs, mobile devices, emerging cookie alternatives, DSPs, first party data, walled gardens, and the open internet.

"Being able to recognise and leverage a multitude of IDs, in a privacy-first manner, across a range of platforms and environments is a key foundation to marketing success in programmatic. I'm thankful to our global organisation for their heavy lifting to make this happen," he said.

Locally in Australia, the programmatic media partner is layering on additional capabilities and focusing on some that need no identifiers at all.

MiQ Australia has entered a multi-year strategic partnership with LiveRamp which provides the ability to on-board CRM information into the programmatic ecosystem in a privacy-safe way. This can be mapped to cookies and mobile IDs for media targeting and, crucially, into LiveRamp’s leading post-cookie capability called ‘RampID’.

Moving away from IDs altogether, MiQ Australia has now partnered with Similarweb. Similarweb is headquartered in New York and operates globally. Its speciality is building deep insights about the web, at scale.

The key benefit for MiQ’s clients is that it enables rich contextual advertising recommendations from keywords and from known high performing websites.

Healy said: "Similarweb's data is incredibly useful when we’re looking for ways to drive value for clients without cookies. There’s no doubt that contextual advertising is here to stay and so we’ve woven Similarweb into the core of what we do."

MiQ has also established the 'MiQ Audience Panel'.

MiQ Australia has partnered with leading firms in Australia to build out a nationally representative panel of 7,000 people and has a roadmap to expand that beyond 15,000.

Healy said: "MiQ Audience Panel is exciting because we’ve taken a mainstay of traditional advertising – the panel – and we’ve added many modern twists.

"This panel is purpose built for seamless programmatic activation and we've put a huge focus on advanced TV intelligence. It gives us the ability to blend traditional and programmatic at scale, and to continue our path away from cookies," he added.