LiveRamp Acquires Pacific Data Partners to Revolutionize B2B Marketing with People-Based Precision
February 15 2018 - 8:30AM
Business Wire
Industry veterans Pieter De Temmerman and Grant
Ries to lead LiveRamp’s expansion into $160B B2B market
Combination will help reach professional
identities at scale
LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading
provider of omnichannel identity resolution, today announced the
acquisition of Pacific Data Partners to accelerate LiveRamp’s
ability to power people-based business-to-business (B2B)
marketing.
Pieter De Temmerman and Grant Ries, co-founders of Pacific Data
Partners and former Oracle and BlueKai veterans, will lead
LiveRamp’s efforts to expand IdentityLink™ to deliver the full
gamut of people-based capabilities to the world’s largest B2B
marketers. IdentityLink allows marketers to create an omnichannel
view of consumers and professionals by resolving data from any
channel or source to an individual. This view can be activated on
over 500 technology platforms in people-based marketing initiatives
that increase the relevancy of marketing and improve the consumer
experience.
"As one of the world's largest technology companies with
thousands of global customers, HPE's digital marketing strategy and
execution are core to our growth. Hewlett Packard Enterprise has
been leveraging Pacific Data Partners’ custom B2B audience
capabilities in conjunction with LiveRamp to great success," said
Rene Asis, Global Manager Media Technology of Hewlett Packard
Enterprise.
The 2017 Outsell Advertising and Marketing Study projected total
US B2B marketing spend at $166.5 billion, with $89.6 billion
allocated to digital channels.
“Historically, B2B marketers have lacked the ability to
recognize the professionals they are targeting in digital channels,
leaving them unable to take advantage of the innovations identity
resolution has driven in consumer marketing,” said James Arra,
Co-President at LiveRamp. “We’re excited to bring people-based
marketing to the world of B2B, and about the value this will add
for both marketers and the companies that support them in the
space.”
“As the leaders in Account Based Marketing, we recognize the
importance of identifying and reaching the right people at the
right accounts,” said Chris Golec, CEO of Demandbase. “LiveRamp’s
people-based precision will improve how B2B marketers connect with
their audiences, and we look forward to our continued partnership
as LiveRamp builds out their identity resolution capabilities in
the B2B space."
"Improving B2B marketing is a key focus for many of our
clients," said Steve Katelman, EVP Global Strategic Partnerships,
Omnicom Media Group. "We work with both LiveRamp and Pacific Data
Partners, and believe this combination will allow them to provide
exciting new capabilities that have the potential to reshape the
field of B2B marketing.”
“As a leader in connecting B2B data and intelligence, and one of
LiveRamp's close B2B partners, we've seen firsthand the reach and
conversion impact of people-based solutions," said Darian Shirazi,
CEO of Radius. “We're thrilled to see LiveRamp invest further in
increasing our customers’ reach to business decision makers."
“B2B marketers face a unique set of challenges that are not
being addressed by consumer-centric marketing approaches,” said De
Temmerman. “We're excited to join LiveRamp to build a leading B2B
focused solution that brings professional identity resolution and
B2B data solutions to those marketers.”
“Grant and Pieter have proven to be game changers in our
industry, and we’re really excited to have them joining the team,”
added Arra. “Our vision continues to focus on improving the
consumer experience through improving the relevancy of marketing,
and I’m confident they’ll help us do this in the world of B2B
marketing.”
Financial Impact
Financial terms of the transaction were not disclosed. The
transaction has no material impact on Acxiom’s guidance for the
fiscal year ended March 31, 2018.
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.
About Acxiom
Acxiom provides the data foundation for the world’s best
marketers. We enable people-based marketing everywhere through a
simple, open approach to connecting systems and data that drives
seamless customer experiences and higher ROI. A leader in identity
and ethical data use for more than 48 years, Acxiom helps thousands
of clients and partners around the globe work together to create a
world where all marketing is relevant. Acxiom is a registered
trademark of Acxiom Corporation. For more information, visit
Acxiom.com.
Forward-Looking Statements
This release contains forward-looking statements including,
without limitation, statements regarding Acxiom’s acquisition of
Pacific Data Partners. Such forward-looking statements are subject
to certain risks and uncertainties that could cause actual results
to differ materially. The following are factors, among others, that
could cause actual results to differ materially from these
forward-looking statements: the possibility that the integration of
Pacific Data Partners may not be successful as planned; the
possibility that the transaction will not deliver the expected
benefits to our customers or value to our shareholders; and the
possibility that other risks and uncertainties may emerge,
including those detailed from time to time in our current and
periodic reports filed with the Securities and Exchange Commission,
including our current reports on Form 8-K, quarterly reports on
Form 10-Q and annual reports on Form 10-K, particularly the
discussion under the caption “Item 1A. RISK FACTORS” in our Annual
Report on Form 10-K for the year ended March 31, 2017, which was
filed with the Securities and Exchange Commission on May 26,
2017.
We undertake no obligation to update the information contained
in this press release or any other forward-looking statement.
To automatically receive Acxiom Corporation financial news by
email, please visit www.acxiom.com and subscribe to email
alerts.
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version on businesswire.com: http://www.businesswire.com/news/home/20180215005393/en/
Acxiom Investor RelationsLauren Dillard,
650-372-2242investor.relations@acxiom.comorAcxiom Public
RelationsMeggan Powers, 650-356-3427meggan.powers@acxiom.com
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