LiveRamp Launches IdentityLink for Agencies
25 Oktober 2017 - 2:30PM
Business Wire
IPG, PMG, Goodway First to Offer People-Based
Marketing Directly to Clients
Marks Completion of LiveRamp’s Ecosystem-wide
Identity Resolution Platform
LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading
provider of omnichannel identity resolution, today 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.
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.”
To learn more, visit
https://liveramp.com/applying-identitylink/for-agencies.
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.
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version on businesswire.com: http://www.businesswire.com/news/home/20171025005301/en/
Alexis Anderson on behalf of
LiveRamp619-234-0345liveramp@havasformula.com
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