Launch partners for IdentityLink for marketing technology providers include Adobe, AppNexus, comScore, LiveIntent, Lotame, MediaMath, Rocket Fuel, RUN, The Trade Desk and others.
"IdentityLink allows us to resolve data generated from exposure to marketing across digital channels back to an individual, which is key to enabling people-based measurement," said Brian Pugh, executive vice president at comScore. "We leverage LiveRamp's omnichannel identifier to augment that exposure data with additional sources, such as TV, behavioral and shopping data. With this omnichannel view of marketing exposure and the contextual data related to the actual individual, we can provide unparalleled insight into marketing ROI."
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.
"In today's technology-driven world of rapid-response political campaigning, the ability to adjust your messaging in near real-time is critical," said Keegan Goudiss, partner, Revolution Messaging, a strategic digital agency running Democratic campaigns. "LiveRamp's identity resolution capabilities let us make adjustments in our targeting platforms within an hour, which is key to our campaign strategy."
"We know customers are shopping with Nordstrom through multiple channels at any given time," said Jason Gowans, vice president, marketing analytics and technology, Nordstrom. "IdentityLink has helped us better serve customers by giving us insight into the ways they want to shop with us and a better understanding of the types of merchandise and services they'd like to see in our marketing. It's allowed us to continue improving the seamless, intuitive shopping experience our customers expect from us."
"The marketers we work with appreciate that they can more seamlessly execute their campaigns when their technology partners are also using our identity resolution service," said Travis May, president and general manager, LiveRamp. "The fact this dynamic unlocks more value for both parties is a unique aspect of our platform, and we expect it will become an important consideration that informs marketers' overall technology strategies."
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.
"When we launched IdentityLink for brands, we put the first piece of the puzzle in place, and now we're taking the next step toward enabling a world where all marketing is relevant," added May. "When marketers and their technology vendors both use LiveRamp for identity resolution, they are able to collectively build a more complete view of the consumer journey."
For more information on LiveRamp IdentityLink, visit www.LiveRamp.com.
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. Our services transform 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, 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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