Thunder Experience Cloud and LiveRamp, an Acxiom company and leading provider of omnichannel identity resolution, announced a partnership to enable people-based marketing in three key areas: targeting, measurement, and personalization.
The partnership provides marketers with a more holistic view of their customers by giving them the ability to track ad exposure and conversion across devices directly to people-based IDs in a privacy-conscious manner, rather than relying on less accurate identifiers such as Cookie IDs or third party measurement providers. As a result of this partnership, consumers will experience fresher, more relevant digital engagement from brands, and more easily discover offerings that meet their needs.
LiveRamp customers utilize IdentityLink, its identity resolution service, to create an omnichannel view of the consumer that can be activated in hundreds of platforms across digital and offline channels. Now, with the addition of Thunder’s people-based dynamic ad server, ads can be dynamically personalized and measured in real-time.
“This partnership is truly changing the standards of measurement and relevance in advertising,” said Paul Turner, GM of Technology at LiveRamp. “With Thunder Experience Cloud, marketers have a one-stop shop for creating and measuring high-performing omnichannel campaigns based on the person, rather than the device or cookie, ensuring the right ad gets in front of the right person on any device, and bringing us closer than ever before to achieving true people-based marketing, while maintaining LiveRamp’s high standards of transparency and privacy.”
“Thunder is the only open, deterministic people-based ad serving and measurement solution today,” added Victor Wong, CEO of Thunder Experience Cloud. “By partnering with LiveRamp, the leader in identity resolution, we are giving marketers person-level measurement accuracy on their advertising while protecting the privacy of the consumer through state of the art encryption and anonymization.”