LiveIntent, the leading web-based brand advertising platform, has announced a market-centric partnership with omnichannel identity resolution platform LiveRampTM, an Acxiom® enterprise to provide marketers with strong people-based marketing capabilities. The latest collaboration between the two martech firms will allow brand managers to amplify market reach with high-value digital media transactions at par with industry giants Facebook and Google.
LiveRamp will leverage Acxiom’s AbiliTec capability to provide an omnichannel view of the consumer, adding LiveIntent’s actual unique and proprietary ad inventory into its people-based marketing bundle.
“Brands today are interested in reaching known people, wherever they are paying attention, with consistent messaging, irrespective of the device they are using. Brands want measurement and attribution; they want to know that their marketing worked. CRM data is the key to this new era. The issue is that we live in a world of proliferating devices, and decreasing attention in any one platform or channel. So, how do you reach a known person where they are paying attention? This partnership serves to solve that,” Dave Helmreich, COO at LiveIntent, says.
“By turning all media into logged-in, people-based media, it increases the value of marketing and advertising for brands. Since customers are identified by the anonymized email address as they traverse the web, brands have a more valuable audience to reach.”
LiveIntent is offering marketers simplified scaling platform to secure customer data using LiveRamp’s IdentityLink capabilities. The identity resolution service can be integrated across digital landscape, providing brands and companies a solid foundation to expand true omnichannel marketing efforts. Marketers can now use LiveIntent with LiveRamp’s IdentityLink to expand their campaigns targeting customers on the open web and email channel, delivering consistent brand message on all devices.
Marketers can direct the transfer of their customer data through the LiveRamp Connect portal featuring LiveIntent as a highlighted destination. They can load the people-based audiences they have marked for targeting and send anonymized segments and customer lists through LiveRamp Connect. The updated LiveRamp Connect portal allows partners to upload data assets in formats leveraging identifiers other than just email addresses. It is beneficial for organizations that leverage email addresses of the customer to expand brand visibility.