Provides Publishers Access to People-Based Marketing Budgets
Marks Successful Completion of Arbor and Circulate Integrations
SAN FRANCISCO – LiveRamp™, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution, announced the launch of IdentityLink™ for publishers. This solution allows publishers to better monetize their audiences by supporting brands’ people-based marketing initiatives. In turn, marketers benefit from the ability to expand people-based initiatives beyond Google and Facebook and provide consumers with a more consistent experience across channels.
“Weather data is a powerful tool that can help marketers predict and drive consumer purchasing behavior, and The Weather Company has one of the largest sets of weather data, which is collected from 2.2 billion locations around the world every 15 minutes”
IdentityLink provides publishers with a people-based monetization platform, offering a range of options to tap into the growing budgets marketers allocate to this medium – from monetizing their data directly to offering people-based marketing on their properties – by resolving their audiences to a privacy-compliant, consumer identifier, which is leveraged by hundreds of brands and technology platforms. Over 200 publishers are now using IdentityLink, which unifies LiveRamp’s identity resolution suite of capabilities with those acquired in the 2016 acquisitions of Arbor and Circulate.
“With IdentityLink, our marketing partners are able to leverage their understanding of our audience while engaging with them in our brand-safe environment,” said Adam Harris, VP of Data Products, Hearst Magazines Digital Media
“Time Inc. is enhancing our differentiated storytelling capabilities by building powerful insights from a graph of true user interests,” said Judith Hammerman, the company’s SVP of Data and Programmatic. “With IdentityLink, we advance our people-based audience capabilities, allowing us to continue to provide the best creative and targeting solutions for advertising clients.”
“With the advent of people-based marketing, context and premium content are not always sufficient to attract media spend,” said Dave Yaffe, former CEO of Arbor and now general manager of LiveRamp’s publisher business. “IdentityLink changes that dynamic, enabling any publisher to allow marketers to deterministically reach their customers and prospects. And as a result, context and content can once again differentiate a publisher’s offering.”
For their part, marketers using IdentityLink benefit from the ability to use publisher data to create an omnichannel view of the consumer, and activate that understanding in marketing programs across digital and offline channels.
In addition to improving publishers’ ability to attract media dollars, IdentityLink also allows them to directly monetize their data, as well as grow subscription-based revenues.
“Weather data is a powerful tool that can help marketers predict and drive consumer purchasing behavior, and The Weather Company has one of the largest sets of weather data, which is collected from 2.2 billion locations around the world every 15 minutes,” said Jerry Hlavacek, head of global automated monetization, The Weather Company, an IBM business. “IdentityLink can help us expand the reach of this unique set of complex data so more brands can effortlessly optimize their people-based marketing campaigns.”
“We’re excited to mark the completion of the Arbor and Circulate integrations with the launch of IdentityLink for publishers,” said Travis May, President and General Manager of LiveRamp. “The acquisitions brought both technology and talent to LiveRamp – I’m particularly excited to have Dave Yaffe leading our publisher business and Ari Jacoby heading up our international efforts. In total, this has allowed us to create a robust monetization platform for publishers, while increasing the value we deliver to marketers through improved identity resolution across platforms and devices. That is the key to the IdentityLink platform – allowing everyone in the ecosystem to collaborate in order to grow their business while improving the consumer experience.”
To learn more, visit https://liveramp.com/applying-identitylink/for-publishers.
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.
