LiveRamp Launches IdentityLink For Data Owners

Marketers Benefit From Access To Unique, People-Based Consumer Data

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-originated 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