Flexible New Service Will Level Digital Market Playing Field by Empowering Brands and Publishers to Take Control of Their Data
LiveIntent, the people-based marketing platform powered by the email address, announced that, beginning in April 2019, they will bring to market a new onboarding service. This onboarding service responds to demands from Publishers and Advertisers and their Agency partners seeking to thrive in a digital ecosystem increasingly defined by privacy, consumer choice, and the dominance of a few industry monoliths.
The new LiveIntent service focuses on the changing needs that have become paramount for Brands and Publishers: flexible pricing, customized segments, and better control over their own first-party data, which has been used to power the ecosystem with only limited benefits flowing back to the Brands and Publishers that create the value. The new service pays special attention to Publisher struggles against the Triopoly, giving them the ability to onboard advertiser segments directly to their first-party identifiers. LiveIntent’s onboarding service will follow a pay as you go model – with no upfront costs – making the service simple to use.
The LiveIntent onboarding service addresses critical shortcomings of existing onboarding services, including one-size-fits-all solutions and dependence upon third-party identifiers. Most critically, LiveIntent’s solution creates significantly more value for the Brands and Publishers who are able to create audiences who engage with their content and buy their products and services.
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LiveIntent’s launch of the onboarding service will be led by LiveIntent’s new President, Identity, Brian Silver. Brian, an industry veteran, joins LiveIntent from Yahoo!, where he spent the past 7 years driving the business side of Communication Products (including Yahoo! Mail). After the Yahoo acquisition by Verizon, he was responsible for Global Revenue Operations, helping all owned and operated properties maximize yield by balancing user experience and monetization.
LiveIntent’s onboarding service will continue to put its customers first. All data from customers who do not opt in to onboarding will remain siloed. LiveIntent’s onboarding will be powered by one of the world’s largest identity graphs, built through direct relationships with Brands and Publishers who execute people-based marketing with LiveIntent. Since its inception, LiveIntent has enabled its customers to earn revenue from onboarding providers, with 80% of customers opting in for the program. Prior to this direct entry into the onboarding market, LiveIntent acted as a technical and financial intermediary between its customers and a major provider of onboarding services.
“Onboarding is a tremendous opportunity for us both to deliver more money to our customers and to drive up their enterprise values by enhancing their ability to benefit from their first-party data,” said LiveIntent Founder and Chief Executive Officer, Matt Keiser. “Brands and Publishers that truly engage with their customers sit at the wellspring of the data that’s powering the future of digital marketing, particularly as the cookie loses its prominence. For years we’ve watched many of the best Brands in the world use compelling email content to drive consumers to raise their hand and ask for a deeper relationship. Our new service democratizes onboarding and returns control back to the wellspring’s producers, giving premium Brands and Publishers the best opportunity to compete in a changing digital world. Our solution will make more digital inventory addressable, driving up the value of that inventory, and increasing the effectiveness of customer outreach.”
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“Our preliminary conversations have shown the ecosystem is wildly receptive to our new onboarding option,” said Brian Silver. “Platforms that service the buy-side or sell-side of the ecosystem – or those that help their clients manage data, including agencies — all want their customers to have flexibility and control of their data. Brands, Publishers, and Data Providers all understand it’s in the ecosystem’s interest — and in consumers’ interest — for there to be a flight to quality. We all want Brands and Publishers to be more empowered to deliver great experiences for their customers.”
Because of LiveIntent’s direct relationships with customers who leverage email-powered people-based marketing, the graph also organizes the first party data of its customers. This “instrumenting” of first-party digital data creates many valuable customer-specific use cases beyond the typical definition of onboarding as the movement of offline audiences to online identifiers.
As an example, Publishers leveraging LiveIntent’s service will have the opportunity to pass exposure data back to the buyers of people-based advertising campaigns – addressing the long-standing complaint of advertisers that pass data into walled gardens, only to have aggregated data returned.
As another example, for corporations (and their Enterprise Resource Planning systems), a first-party-data graph, provided by LiveIntent and controlled by the corporation, enables them to make the critical bridge between the online activities of customers on their digital properties and the CRM data maintained in their enterprise systems.
LiveIntent will be working with its customers to provide more information about its new onboarding service in the coming weeks.
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