Case Study: TextNow boosts ad revenue and addressable inventory with LiveRamp

TextNow Expands the Value of Mobile App Inventory with LiveRamp’s Authenticated Traffic Solution

TextNow, the largest provider of free phone service in the U.S., needed a privacy-safe way to sustain its in-app advertising revenue as Apple’s IDFA changes and broader privacy shifts reduced mobile addressability. As a publisher with over 10 million monthly active users, TextNow wanted to protect monetization while still giving advertisers a valuable, measurable audience.

TextNow partnered with LiveRamp and implemented LiveRamp’s Authenticated Traffic Solution (ATS), powered by RampID, through InMobi’s UnifID to make authenticated inventory available to advertisers. The test showed strong performance gains: eCPM increased by 146% for native ads and 35% for banner ads, while banner fill rate rose 73%, helping TextNow create a more sustainable monetization strategy for its app inventory.

TextNow

Evan Thor

Director of Ad Monetization and Operations