Kiip Launches Signal-Based Mobile Audiences via LiveRamp IdentityLink Data Store
June 05 2018 - 12:00PM
Kiip, a leading mobile marketing and monetization platform today
launched Kiip Action Audiences, the first-ever mobile audience
product combining both real-life behaviors and survey-verified
intent. Kiip Action Audiences are being rolled out through
LiveRamp®, an Acxiom® company (NASDAQ:ACXM) and leading provider of
omnichannel identity resolution. LiveRamp’s IdentityLinkTM Data
Store will offer Kiip Action Audiences, allowing marketers to
easily access and activate this unique signal-based, transparently
acquired solution. As a result, consumers can expect to have a more
meaningful and seamless experience throughout the digital ecosystem
with more relevant, personalized messaging from the brands that
they value and prefer.
Unlike many audience products, which are informed by a single
data point around assumed interests, Kiip Action Audiences are
built by combining anonymous, event-level data points with
information verified through survey responses. An event-level data
point can represent any number of real-world actions taken through
a mobile app, such as completing a jog, visiting a location,
redeeming a travel offer, or sharing a recipe. Kiip Action
Audiences merge these tangible moments with results from Kiip
Surveys and other deterministic attributes -- such as timestamp,
device characteristics, campaign engagements, and highly accurate
POI-level location data powered by Nikaza -- to create
comprehensive, multidimensional audiences.
Kiip Action Audiences delivers a deep level of sophistication
and intuitiveness when it comes to applying data points effectively
and accurately by combining multiple data points to identify people
who truly live active lifestyles. Such device-specific data points
include having recently used a fitness app, achieved a step goal,
been seen at a gym, redeemed a yoga offer and reported working out
four times per week via a first-party survey. Take, for example, a
brand that is looking to engage with fitness buffs. By leveraging
Kiip Action Audiences, the brand is able to leverage both location
signals (e.g., visits to the gym), as well as affirmative intent
information (e.g., app behavior, survey responses, etc.) to create
a complete and comprehensive audience for marketing use.
“If you want to reach a health conscious consumer, you can run
an ad in Men’s Health, or you can reach them within an exercise app
at the moment they complete their run,” said Kiip founder and CEO
Brian Wong. “At Kiip, we’re focused on helping marketers tap into
the value of these real-world events to engage with consumers.
Billions of these mobile interactions have occurred across Kiip’s
network, and they power Kiip Action Audiences.”
“Marketers today find value in rich audience data that is based
on verified actions that signal real interests in a timely manner,”
said Luke McGuinness, GM of Data Store, LiveRamp. “We’re excited to
add Kiip Action Audiences to the IdentityLink Data Store, and to
offer real-world mobile audiences that marketers can use to engage
customers at the right moment.”
Kiip Action Audiences are further informed by Kiip Surveys,
which enable brands to directly poll tens of thousands of relevant
consumers around topics that are important to their businesses.
Kiip Action Audiences are currently available in the LiveRamp
IdentityLink Data Store for activation across all major DSPs.
Additionally, Kiip can also generate more granular custom segments
through the same methodology or by layering third-party data where
needed.
About KiipKiip is the leading ad tech and data
platform powering mobile advertising that people like. To date,
Kiip has worked with more than 500 brands, including Coca-Cola,
Kellogg’s, Procter & Gamble, Johnson & Johnson, and
McDonald’s, and is integrated into more than 10,000 mobile apps.
Founded in 2010, Kiip has raised more than $32 million in venture
capital and is backed by Hummer Winblad, Relay Ventures, True
Ventures, Verizon Ventures, U.S. Cellular, American Express
Ventures, IPG and others. Connect with Kiip at
www.kiip.me/audiences.
Media contactWIT Strategy, for KiipRich
Cherecwichrcherecwich@witstrategy.com
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