Marks Completion of LiveRamp’s Ecosystem-wide Identity Resolution Platform
LiveRamp®, an Acxiom® company and leading provider of omnichannel identity resolution, announced the launch of IdentityLink™ for agencies. This solution allows agencies to scale people-based marketing capabilities across platforms and channels for their clients. The launch also marks the completion of a multi-year initiative to provide all of the key players in the marketing ecosystem – brands, technology platforms, data owners, publishers, and now agencies – with a universal, people-based identifier that can be used to collaboratively improve the efficacy of marketing and provide consumers with a more consistent experience across channels.
“PMG and LiveRamp are a natural fit. We’re all-in with people-centric marketing and hang our proverbial hat on putting the customer at the center of planning, targeting, measurement and analysis”
IdentityLink is the first solution to allow agencies to orchestrate omnichannel campaigns by applying people-based targeting and measurement in their technology platforms of choice, as well as access and integrate thousands of cross-device data sets. These capabilities enable agencies to support marketers’ growing interest in people-based marketing–a study from Morar Research indicates 84 percent of marketers want to unify their people-based marketing strategies across all digital channels. Additionally, the solution allows agencies to build innovative products and services for clients on top of LiveRamp’s deterministic identity resolution capabilities.
“LiveRamp’s IdentityLink is an integral part of our open data stack,” said Saqib Mausoof, Chief Data Strategist at IPG Medibrands. “It will continue to improve our data strategy and execution, driving business performance on behalf of our clients.”
“PMG and LiveRamp are a natural fit. We’re all-in with people-centric marketing and hang our proverbial hat on putting the customer at the center of planning, targeting, measurement and analysis,” said Dustin Engel, GM, Advanced Media Team, Analytics and Data Science at PMG. “LiveRamp IdentityLink allows us to integrate the massive breadth of top-funnel media with the benefit of a holistic, people-based plan.”
“Agencies play a critical role in managing the development and execution of marketing strategies for their clients,” said Nikhil Dixit, vice president of agencies at LiveRamp. “With IdentityLink, they can now leverage the industry’s largest and most accurate open identity graph to scale people-based marketing that is customized for their business and clients, without having to spend years and millions of dollars building out their own omnichannel identity resolution capabilities.”
IdentityLink enables agencies to:
- Execute people-based planning, buying and measurement for any client regardless of their technology stack
- Better manage consumer reach and frequency across channels
- Enrich people-based audiences with data from more than 120 unique providers
“Last year, we announced an ambitious initiative to build a standard for omnichannel identity resolution that incorporated everyone in the ecosystem – marketers, agencies, technology providers, data owners, and publishers,” said Anneka Gupta, co-president of LiveRamp. “With this launch, we’ve completed the first phase of this initiative–and all of these key players can now use IdentityLink to collaborate to improve the relevancy of marketing. We’ll now shift our focus to ensuring data can move in any direction needed–offline to digital, digital to digital, and digital back to offline–to create an omnichannel view of the consumer that can be activated seamlessly across any medium.”
Source: MarTech Series