SAN FRANCISCO, Nov. 1, 2016 /PRNewswire/ -- LiveRamp™, an
Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel
identity resolution, today announced the launch of IdentityLink™
for marketing technology providers. The solution gives these
companies the ability to offer people-based targeting,
personalization and measurement within their platforms.
Building on the momentum created by its October 2016 launch of IdentityLink for brands,
LiveRamp is extending the solution to allow marketing technology
providers to embed its omnichannel identity resolution service in
their platforms, powering people-based marketing across the digital
marketing ecosystem with high speed data flows.
Launch partners for IdentityLink for marketing technology
providers include Adobe, AppNexus, comScore, LiveIntent, Lotame,
MediaMath, Rocket Fuel, RUN, The Trade Desk and others.
"IdentityLink allows us to resolve data generated from exposure
to marketing across digital channels back to an individual, which
is key to enabling people-based measurement," said Brian Pugh, executive vice president at
comScore. "We leverage LiveRamp's omnichannel identifier to augment
that exposure data with additional sources, such as TV, behavioral
and shopping data. With this omnichannel view of marketing exposure
and the contextual data related to the actual individual, we can
provide unparalleled insight into marketing ROI."
When brands and technology providers that are both using
IdentityLink work together, there are significant benefits to the
marketer. These include the ability to reach consumers who are
in-market for short time periods, reduce waste by rapidly halting
retargeting post-sale and deliver relevant ads based on daily news
events in as little as one hour. The value this speed provides can
be seen across a diverse range of circumstances, ranging from rapid
response marketing in the current presidential election cycle to
the upcoming holiday promotion season.
"In today's technology-driven world of rapid-response political
campaigning, the ability to adjust your messaging in near real-time
is critical," said Keegan Goudiss,
partner, Revolution Messaging, a strategic digital agency running
Democratic campaigns. "LiveRamp's identity resolution capabilities
let us make adjustments in our targeting platforms within an hour,
which is key to our campaign strategy."
"We know customers are shopping with Nordstrom through multiple
channels at any given time," said Jason
Gowans, vice president, marketing analytics and technology,
Nordstrom. "IdentityLink has helped us better serve customers by
giving us insight into the ways they want to shop with us and a
better understanding of the types of merchandise and services
they'd like to see in our marketing. It's allowed us to continue
improving the seamless, intuitive shopping experience our customers
expect from us."
"The marketers we work with appreciate that they can more
seamlessly execute their campaigns when their technology partners
are also using our identity resolution service," said Travis May, president and general manager,
LiveRamp. "The fact this dynamic unlocks more value for both
parties is a unique aspect of our platform, and we expect it will
become an important consideration that informs marketers' overall
technology strategies."
A recent industry study commissioned by LiveRamp found that over
60 percent of marketers are looking to increase the number of
technology vendors they work with, in order to leverage
best-of-breed platforms for any given channel. The majority (over
70 percent) already leverage more than five channels to reach
consumers, while one in three marketers use more than 10.
Proliferation is predicted to continue as new channels such as
chatbots, virtual reality and the Internet of Things take hold.
"When we launched IdentityLink for brands, we put the first
piece of the puzzle in place, and now we're taking the next step
toward enabling a world where all marketing is relevant," added
May. "When marketers and their technology vendors both use LiveRamp
for identity resolution, they are able to collectively build a more
complete view of the consumer journey."
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
Kylie
Brusch
LiveRamp PR
415-849-2983
kylie@methodcommunications.com
Logo -
http://photos.prnewswire.com/prnh/20161011/427644LOGO
To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/liveramp-launches-identitylink-for-marketing-technology-providers-300354554.html
SOURCE LiveRamp