LiveRamp Launches IdentityLink for Publishers
July 18 2017 - 08:30AM
Business Wire
Provides Publishers Access to People-Based
Marketing Budgets
Marks Successful Completion of Arbor and
Circulate Integrations
LiveRamp™, an Acxiom® company (NASDAQ: ACXM) and leading
provider of omnichannel identity resolution, today announced the
launch of IdentityLink™ for publishers. This solution allows
publishers to better monetize their audiences by supporting brands'
people-based marketing initiatives. In turn, marketers benefit from
the ability to expand people-based initiatives beyond Google and
Facebook and provide consumers with a more consistent experience
across channels.
IdentityLink provides publishers with a people-based
monetization platform, offering a range of options to tap into the
growing budgets marketers allocate to this medium – from monetizing
their data directly to offering people-based marketing on their
properties – by resolving their audiences to a privacy-compliant,
consumer identifier, which is leveraged by hundreds of brands and
technology platforms. Over 200 publishers are now using
IdentityLink, which unifies LiveRamp’s identity resolution suite of
capabilities with those acquired in the 2016 acquisitions of Arbor
and Circulate.
“With IdentityLink, our marketing partners are able to leverage
their understanding of our audience while engaging with them in our
brand-safe environment,” said Adam Harris, VP of Data Products,
Hearst Magazines Digital Media
“Time Inc. is enhancing our differentiated storytelling
capabilities by building powerful insights from a graph of true
user interests,” said Judith Hammerman, the company’s SVP of Data
and Programmatic. “With IdentityLink, we advance our people-based
audience capabilities, allowing us to continue to provide the best
creative and targeting solutions for advertising clients.”
“With the advent of people-based marketing, context and premium
content are not always sufficient to attract media spend,” said
Dave Yaffe, former CEO of Arbor and now general manager of
LiveRamp’s publisher business. “IdentityLink changes that dynamic,
enabling any publisher to allow marketers to deterministically
reach their customers and prospects. And as a result, context and
content can once again differentiate a publisher’s offering.”
For their part, marketers using IdentityLink benefit from the
ability to use publisher data to create an omnichannel view of the
consumer, and activate that understanding in marketing programs
across digital and offline channels.
In addition to improving publishers’ ability to attract media
dollars, IdentityLink also allows them to directly monetize their
data, as well as grow subscription-based revenues.
“Weather data is a powerful tool that can help marketers predict
and drive consumer purchasing behavior, and The Weather Company has
one of the largest sets of weather data, which is collected from
2.2 billion locations around the world every 15 minutes,” said
Jerry Hlavacek, head of global automated monetization, The Weather
Company, an IBM business. “IdentityLink can help us expand the
reach of this unique set of complex data so more brands can
effortlessly optimize their people-based marketing campaigns.”
“We’re excited to mark the completion of the Arbor and Circulate
integrations with the launch of IdentityLink for publishers,” said
Travis May, President and General Manager of LiveRamp. “The
acquisitions brought both technology and talent to LiveRamp – I’m
particularly excited to have Dave Yaffe leading our publisher
business and Ari Jacoby heading up our international efforts. In
total, this has allowed us to create a robust monetization platform
for publishers, while increasing the value we deliver to marketers
through improved identity resolution across platforms and devices.
That is the key to the IdentityLink platform – allowing everyone in
the ecosystem to collaborate in order to grow their business while
improving the consumer experience.”
To learn more, visit
https://liveramp.com/applying-identitylink/for-publishers.
About LiveRamp
LiveRamp offers brands and the companies they work with identity
resolution that is integrated throughout the digital ecosystem, and
provides the foundation for omnichannel marketing. IdentityLink
transforms the technology platforms used by our clients into
people-based marketing channels that improve the relevancy of
marketing, and ultimately allow consumers to better connect with
the brands and products they love. LiveRamp is an Acxiom company
(Nasdaq: ACXM), delivering privacy-safe solutions to market and
honoring the best practices of leading associations including the
Digital Advertising Alliance's (DAA) ICON and App Choices programs.
For more information, visit www.LiveRamp.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20170718005486/en/
On behalf of LiveRampAlyssa
Niemiec619-234-0345liveramp@havasformula.com
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