LiveRamp Announces Data Scoring Initiative with First Partner Lucid, Empowering More Educated & Principled Data Buying Decisi...
30 Mai 2018 - 2:30PM
Business Wire
Trusted Third Parties Now Able to Score Data
for Accuracy, Delivering Greater Quality, Transparency and Control
to Benefit Both Consumers and Marketers
LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading
provider of omnichannel identity resolution, today announced a
first-of-its-kind data scoring initiative that advances ethical
data use and increases the accessibility of audience validation for
data buyers in the IdentityLink™ Data Store. Historically, the
primary way to understand or interpret data accuracy has been
through post-campaign verification of a limited set of attributes
(e.g., age, gender). Never before have data buyers been able to
leverage neutral, third parties to assess data quality prior to
purchase for all data types. With a stringent emphasis on
responsible data conduct, the partnership will ensure accountable
scoring practices that benefit both consumers and marketers.
Lucid, the first partner in this program, will provide LiveRamp
IdentityLink customers with a new audience measurement capability,
empowering marketers to make more educated decisions in
data-buying. In partnering with Lucid, LiveRamp customers can
compare data from Lucid’s marketplace, which offers access to
millions of survey respondents. This partnership provides more
information on the quality of data segments in LiveRamp’s
IdentityLink Data Store, increasing transparency and preservation
of ethically sourced data by leveraging the capabilities of Lucid’s
Data Score solution.
“By encouraging and supporting greater clarity and accuracy
across data sets, we aim to elevate ethical data, enabling
marketers to deliver the most relevant and efficient advertising
experiences to consumers,” said Luke McGuinness, GM of Data Store
at LiveRamp. “We’ve focused on providing a solution that upholds
our strict policies on consumer consent and privacy, while better
educating data buyers on purchasing decisions.”
McGuinness added, “A number of industry organizations are
publicly addressing the topic of data quality. It’s not a small
issue. On the contrary, it’s something that every industry
stakeholder has identified as a critical issue. In fact, the
majority (62 percent) of marketers believe improving marketing data
quality is the most important objective of a successful marketing
data strategy. We are heavily involved in these industry
initiatives and look forward to partnering with them to incorporate
a standardized format into our scoring as soon as it’s
available.”
“As a participant in DMA’s Council for Data Integrity, LiveRamp
has demonstrated a commitment to driving improved customer
experiences through data quality and transparency,” said Tom
Benton, Data & Marketing Association CEO. “Marketers and
agencies need a clear and standard understanding of the source and
composition of data they are using. Transparency enables greater
relevance and value to the consumer, with elevated integrity and
responsibility.”
This initiative furthers LiveRamp’s ongoing commitment to
ethical data practices by helping trusted data providers connect
with an ecosystem of validation partners to provide improved
consumer experiences across channels.
“Lucid is a leading marketplace for buyers and sellers of sample
data and insights, collected from millions of real people through
surveys and cross-media measurement. With this infrastructure in
place, we are uniquely positioned to help power LiveRamp’s
IdentityLink Data Store’s data scoring efforts,” said Ted
McConnell, senior vice president, business development at Lucid.
“We are excited to be first-to-market with a solution that puts a
premium on data quality. We have the opportunity to restore
confidence to marketers, in a time where data quality, transparency
and accuracy are more important than ever.”
“Programmatic is all about putting assumptions and biases to the
test. We’re excited that Lucid and LiveRamp are working together to
bring a much needed layer of validation to the data marketplace,”
said Adam Heimlich, senior vice president, Horizon Media.
The data scoring integration between LiveRamp and Lucid is built
on IdentityLink, LiveRamp’s identity resolution service, and allows
data providers to match their data deterministically to Lucid's
platform for scoring. Scoring is available to data providers listed
in the IdentityLink Data Store, a marketplace that makes it easy to
monetize data across 200+ platforms and publishers. Those
interested in learning more about LiveRamp Data Scoring may visit
here.
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 Lucid
Lucid is the Human Answers platform – connecting buyers, sellers
and users of the survey sample. Lucid’s programmatic marketplace
answers millions of survey questions a day in over 90 countries.
The result is cost-effective, data-driven insights – in real time.
Lucid allows businesses to ask consumer questions, monetize their
online communities and measure the effectiveness of their targeted
advertising. Lucid is headquartered in New Orleans with offices in
London, New York and Gurgaon.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20180530005515/en/
Media Contact:Havas Formula on behalf of LiveRampAlyssa
Niemiec, 619-234-0345liveramp@havasformula.com
Acxiom (NASDAQ:ACXM)
Historical Stock Chart
Von Sep 2024 bis Okt 2024
Acxiom (NASDAQ:ACXM)
Historical Stock Chart
Von Okt 2023 bis Okt 2024