Leading Identity Resolution Companies Sign Partnership to Extend Precision and Reach of People Based Marketing
Drawbridge, the leading provider of identity management solutions, and LiveRamp, an Acxiom company and the leading provider of omnichannel identity resolution, have signed an agreement that gives marketers the ability to better leverage identity resolution across the open web. This partnership solidifies Drawbridge as one of LiveRamp’s preferred partners for probabilistic identity to extend and enhance the extent to which a customer’s first-party data can be used to create more personalized experiences for consumers – whether that’s more relevant ads or optimized experiences across devices and channels.
“Drawbridge is a leader in probabilistic identity, and LiveRamp is a leader in deterministic identity – we are integrating these solutions to enhance the precision and scale marketers’ can leverage to cast a wider net across their valuable audiences,” said Drawbridge Founder & CEO, Kamakshi Sivaramakrishnan. “We’re glad to be working with LiveRamp to build a truly viable solution for identity on the open web that helps marketers better understand, reach, and measure their audiences.”
“Deterministic identity resolution – and the precision it provides – provides the foundation for our customer’s people-based marketing initiatives,” said LiveRamp Co-President, James Arra. “With this partnership, marketers who wish to do so can amplify their total reach by layering Drawbridge’s probabilistic capabilities on top of our own. This will allow our clients to engage with their customers at greater scale leveraging best of breed technology.”
Here’s how brands can take advantage of this new integrated identity solution:
- Upload first-party customer data to LiveRamp to leverage deterministic reach.
- Use the Drawbridge Identity Graph to increase the total audience reach using probabilistic expansion.
- Activate the resulting extended audience in over 500 destinations for targeted advertising and insights, including Adobe, Salesforce, Amobee, Mediamath, AppNexus, and VisualIQ.
- Drive personalized experiences for end consumers – including more relevant ads and optimized experiences across devices and channels.
Drawbridge uses patented machine learning technologies to build identity solutions with industry-leading precision and the highest consumer and device coverage, so businesses can understand their customers and treat them like individuals. This partnership applies globally, with the exception of China and Japan, where Drawbridge has existing partnerships in place.