SAN FRANCISCO, Feb. 2, 2017 /PRNewswire/
-- LiveRamp™, an Acxiom® company
(NASDAQ: ACXM) and leading provider of omnichannel identity
resolution, today announced the launch of IdentityLink™
for data owners. This solution allows data owners to better
monetize their assets by supporting brands' people-based marketing
initiatives. In turn, marketers can leverage this data to better
understand consumer preference before onboarding data into digital
channels, improving the consumer experience.
IdentityLink for data owners enables a new generation of
companies to bring their data to market in accordance with ethical
data use standards, resolving information to a privacy-compliant
consumer identifier leveraged by hundreds of brands and technology
platforms for people-based marketing. LiveRamp's identity
resolution service allows the data to be seamlessly translated
across marketing channels—including programmatic platforms, premium
publishers, TV, clients' own CRMs, email, and mobile—extending the
reach of any channel-specific data set. Data can be distributed
directly to clients or made available through IdentityLink's Data
Store feature, which provides data owners with a single platform to
manage data product pricing, usage permissions, promotion, and
distribution, as well as access to an ecosystem of service
providers who can further enhance the value of the data.
"We are in the unique position of understanding consumer
preferences, purchases, and overall shopping patterns across a
broad range of brands and retailers," said Bryan Leach, CEO of Ibotta. "IdentityLink allows
us to connect this understanding directly to an advertiser's
customer or prospect, creating a more efficient way to reach the
right people with the right message and drive significant value for
their brand and improve the consumer experience."
For their part, marketers using IdentityLink benefit from the
ability to purchase unique offline, online, POS, TV, and mobile
consumer data sets from a large and growing ecosystem of data
owners, work with their preferred partners to create and distribute
custom data sets, and activate them across all channels and device
types.
"Identity resolution is a key enabler for contextual marketing
by connecting multiple sources of identity and customer information
to support robust targeting, personalization, and addressability
across touchpoints and devices," noted Joe
Stanhope at Forrester Research1.
"IdentityLink revolutionizes marketers' ability to improve the
consumer experience," said Luke
McGuiness, Head of Data Partnerships at LiveRamp. "First,
IdentityLink allows data to be deterministically translated and
activated across channels—for example, mobile location data can be
combined with online behavioral data and used to target in desktop
channels, and offline purchase data can be connected to measure the
advertising effectiveness. Second, it enables a new generation of
data to be leveraged for marketing—think celebrity fan data from
Vertical Mass or beacon data from Freckle IoT. Taken together,
these capabilities represent a leap forward in data-driven
marketing."
Hundreds of partners currently leverage IdentityLink to enhance
people-based marketing - some of the unique data sets available
include:
● Ibotta
|
Item-level purchase
data from millions of mobile users
|
● Vertical
Mass
|
Data on fans in
direct partnerships with celebrities and entertainment
companies
|
● Pushspring
|
Mobile App-oriented
Audiences from verified iOS and Android users
|
● Samba TV
|
Viewership data on
all content and advertising on TV and OTT
|
● Freckle
IoT
|
Custom location-based
audiences built from mobile and beacon data
|
● TruSignal
|
People likely to
convert built using offline data and predictive scoring
|
● ShareThis
|
Real-time behavioral
insights built from online interest and intent signals
|
● Windfall
|
Financial insights
derived from administrative tax records
|
● InfoScout
|
Consumer Purchase
data collected from mobile app engagement
|
● Webbula
|
Automotive,
lifestyle, financial, political, and interest-based
segments
|
● Kantar
|
Purchase Behavior
Data from shopper loyalty cards, credit card, and POS
data
|
"In today's world, with the explosion of digital touchpoints,
just about anyone who captures data on consumers has the potential
to be a data provider," added Travis
May, President and General Manager of LiveRamp. "What's
prevented more non-traditional companies from doing so, however, is
the complexity and work required to make their data available in
accordance with ethical data use standards and across hundreds of
channels and platforms. In making it easy for the data ecosystem to
work together through a single integration and contract,
IdentityLink is opening a whole new realm of possibilities for data
owners, marketers, and their technology partners to create more
meaningful experiences for consumers."
For more information on LiveRamp IdentityLink, visit
www.LiveRamp.com.
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. Our services transform 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, 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.
Press Contact
Meggan
Powers
LiveRamp PR
650-455-7532
meggan.powers@acxiom.com
1 Forrester Research, Inc. "The Strategic Role of
Identity Resolution" October 17,
2016
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SOURCE LiveRamp