LiveRamp and Criteo Partner to Enhance People-Based Marketing Campaigns for Omnichannel Engagement

Criteo is the First Certified LiveRamp IdentityLink Partner in the UK and France

LiveRamp, an  Acxiom company and leading provider of omnichannel identity resolution, and Criteo, the commerce marketing technology company, announced a collaboration between the two companies. Criteo and LiveRamp will work in tandem to integrate LiveRamp IdentityLink into Criteo’s Commerce Marketing Ecosystem, a network of tens of thousands of retailers, brands, and publishers that enables collaboration and drives measured performance and profits for retailers and brands.

Recommended Read: LiveRamp Launches IdentityLink for Publishers as a Gold Standard in People-Based Marketing

LiveRamp and Criteo Partner to Enhance Global People-Based Marketing Campaigns for Omnichannel Engagement
LiveRamp and Criteo Partner to Enhance Global People-Based Marketing Campaigns for Omnichannel Engagement

IdentityLink will enable Criteo to leverage data from offline sources to digital channels in a privacy-friendly manner to power omnichannel campaigns. Under the terms of the agreement, Criteo becomes one of the largest certified LiveRamp IdentityLink partners in the US, and the first certified IdentityLink partner in the UK and France.

At the heart of Criteo Commerce Marketing Ecosystem is its machine learning engine which organizes data and applies it to reach and inspire shoppers.

At the time of this announcement, Len Ostroff, Vice President of Global Business Partnerships, Criteo, said, “Criteo is dedicated to helping retailers and brands maximize their sales and profits while empowering them to connect shoppers to the things they need and love.”

Len Ostroff
Len Ostroff

Len added, “To this end, Criteo has been building, for the benefit of all participating commerce companies, the highest performing and open commerce marketing ecosystem. The addition of IdentityLink to Criteo’s Commerce Marketing Ecosystem supports our own technology, data and scale with a solution that provides an omnichannel view of the consumer for better campaign optimization.”

Read More: LiveRamp Unveils People-Based Search for Fully Personalized Omnichannel Marketing

LiveRamp’s IdentityLink solution, the largest independent deterministic identity graph, allows marketers to create an omnichannel view of the consumer, deterministically retrieving first-, second-, and third-party data from offline and online sources to an anonymous identifier that can then be activated within Criteo Commerce Marketing Ecosystem as part of its clients’ commerce marketing initiatives.

Connecting data from multiple channels allows marketers to better understand customers and prospects, leading to more relevant interactions with their brands. As a result of this collaboration, shoppers can more easily discover items to purchase that meet their unique needs.

Criteo Commerce Marketing Ecosystem is a network of tens of thousands of retailers, brands, and publishers, centered around integrated marketing technology, built for commerce and powered by machine learning.

Over 12,000 commerce clients comprise Criteo’s global, shopper-focused, identity graph. With a massive pool of granular shopper data as a result of analyzing over 1.2 billion monthly online shoppers and $550B in commerce sales, Criteo combines deep understanding of shopping activity with cross-device information to relevantly and effectively engage shoppers across browsers, devices, and apps.

Paul Turner
Paul Turner

Paul Turner, LiveRamp’s Vice President of Platforms, said, “As the marketing ecosystem continues to standardize around our identity resolution technology, we’ve seen a massive leap forward in marketer’s ability to create relevant experiences for consumers on their technology platforms of choice.”

Read More: LiveRamp Launches IdentityLink for Agencies

Paul also explained how Criteo’s ability to shed light on online shopping adds a great deal of value to the marketing equation. Paul said, “We’re excited to be working with them, and pleased that this partnership now brings certified IdentityLink partnerships to both the UK and France.”

Currently, LiveRamp offers brands and the companies they work with identity resolution that is integrated throughout the digital ecosystem, and provides the foundation for omnichannel marketing.

Recommended Read: TechBytes with Jonathan Opdyke, President, Brand Solutions, Criteo

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