Marketers using IdentityLink gain new benefits through faster targeting, personalization, and measurement in best-of-breed marketing solutions
LiveRamp™, an Acxiom® company and leading provider of omnichannel identity resolution, announced the launch of IdentityLink™ for marketing technology providers. The solution gives these companies the ability to offer people-based targeting, personalization and measurement within their platforms.
Building on the momentum created by its October 2016 launch of IdentityLink for brands, LiveRamp is extending the solution to allow marketing technology providers to embed its omnichannel identity resolution service in their platforms, powering people-based marketing across the digital marketing ecosystem with high speed data flows.
Launch partners for IdentityLink for marketing technology providers include Adobe, comScore, LiveIntent, Lotame, MediaMath, Rocket Fuel, RUN, The Trade Desk and others.
When brands and technology providers that are both using IdentityLink work together, there are significant benefits to the marketer. These include the ability to reach consumers who are in-market for short time periods, reduce waste by rapidly halting retargeting post-sale and deliver relevant ads based on daily news events in as little as one hour. The value this speed provides can be seen across a diverse range of circumstances, ranging from rapid response marketing in the current presidential election cycle to the upcoming holiday promotion season.
A recent industry study commissioned by LiveRamp found that over 60 percent of marketers are looking to increase the number of technology vendors they work with, in order to leverage best-of-breed platforms for any given channel. The majority (over 70 percent) already leverage more than five channels to reach consumers, while one in three marketers use more than 10. Proliferation is predicted to continue as new channels such as chatbots, virtual reality and the Internet of Things take hold.
Source: Acxiom Press Release