LiveRamp Provides Publishers Access to People-Based Marketing Budgets Marks Successful Completion of Arbor and Circulate Integrations
In 2017, people-based marketing is considered as the gold standard for the industry, representing the dynamic shift from targeting devices to connecting to the right audiences at the right time with the right message. LiveRamp™, an Acxiom® company and leading provider of omnichannel identity resolution, launched IdentityLink for Publishers. This solution allows publishers to monetize their audiences by supporting brands’ people-based marketing initiatives. In turn, marketers benefit from the ability to expand people-based initiatives beyond Google and Facebook and provide consumers with a more consistent experience across channels.
IdentityLink for Publishers Leverages Programmatic Capabilities to Engage Audience
Dave Yaffe, former CEO of Arbor and now General Manager of LiveRamp’s Publisher Business “With the advent of people-based marketing, context and premium content are not always sufficient to attract media spend. IdentityLink changes that dynamic, enabling any publisher to allow marketers to deterministically reach their customers and prospects. And as a result, context and content can once again differentiate a publisher’s offering.”
Adam Harris, VP of Data Products, Hearst Magazines Digital Media, said, “With IdentityLink, our marketing partners are able to leverage their understanding of our audience while engaging with them in our brand-safe environment.”
LiveRamp’s Identity Graph is the Core of IdentityLink for Publishers
Speaking about the announcement, David Yaffe told MarTech Series, “One of the foundational assets behind IdentityLink for Publishers is LiveRamp’s identity graph, which is the largest addressable deterministic graph available to the advertising ecosystem. The graph enables us to address a key challenge for publishers, which is increasing the addressability of their advertisers’ audiences.”
David added, “Through IdentityLink, publishers can combine LiveRamp’s identity graph with their first-party data — that allows them to recognize and target more advertiser audiences across their properties, regardless of the device or browser they use to access the publisher’s content.”
IdentityLink for Publishers Advances People-Based Audience Capabilities into Integrated Marketing Campaigns
IdentityLink provides publishers with a people-based monetization platform, offering a range of options to tap into the growing budgets marketers allocate to this medium – from monetizing their data directly to offering people-based marketing on their properties – by resolving their audiences to a privacy-compliant, consumer identifier, which is leveraged by hundreds of brands and technology platforms. Over 200 publishers are now using IdentityLink, which unifies LiveRamp’s identity resolution suite of capabilities with those of Arbor and Circulate, which were acquired in 2016.
Earlier in March, Spotify announced its partnership with LiveRamp™, to activate people-based audiences using deeper streaming intelligence. The partnership provided a hint on how brands can build enriching audience segments from their CRM records and upload them directly into LiveRamp for secure and privacy-compliant delivery to Spotify.
Judith Hammerman, SVP of Data and Programmatic at Time Inc. said, “Time Inc. is enhancing our differentiated storytelling capabilities by building powerful insights from a graph of true user interests. With IdentityLink, we advance our people-based audience capabilities, allowing us to continue to provide the best creative and targeting solutions for advertising clients.”
Improved Identity Resolution across Platforms and Devices for Better Customer Experience
For their part, marketers using IdentityLinkTM benefit from the ability to use publisher data to create an omnichannel view of the consumer, and activate that understanding in marketing programs across digital and offline channels.
In addition to improving publishers’ ability to attract media dollars, IdentityLink also allows them to directly monetize their data, as well as grow subscription-based revenues.
Jeremy Hlavacek, VP, Global Automated Monetization at The Weather Company, an IBM business, said, “Weather data is a powerful tool that can help marketers predict and drive consumer purchasing behavior, and The Weather company has one of the largest sets of weather data, which is collected from 2.2 billion locations around the world every 15 minutes. IdentityLink can help us expand the reach of this unique set of complex data so more brands can effortlessly optimize their people-based marketing campaigns.”
Travis May, President and General Manager of LiveRamp, said, “We’re excited to mark the completion of the Arbor and Circulate integrations with the launch of IdentityLink for publishers. The acquisitions brought both technology and talent to LiveRamp – I’m particularly excited to have Dave Yaffe leading our publisher business and Ari Jacoby heading up our international efforts. In total, this has allowed us to create a robust monetization platform for publishers, while increasing the value we deliver to marketers through improved identity resolution across platforms and devices. That is the key to the IdentityLink platform – allowing everyone in the ecosystem to collaborate in order to grow their business while improving the consumer experience.”
Currently, LiveRamp offers IdentityLink to businesses, enabling them to resolve the key challenges related to purchase intelligence and behavioral data for campaign experience. According to a survey Aspect Software, businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to business that don’t. With IdentityLink for Publishers, marketers can drive seamless experiences across channels with amplified ROI on their omnichannel investments.