LiveRamp adds third-party data to its cross-channel identity service

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Last October, data onboarding service LiveRamp launched IdentityLink, making its internal identity resolution service available to brands for their first-party data.

IdentityLink creates “people-based marketing” profiles, which describe the activities of real people across devices and through their purchases in the real world. That is, a brand might connect the activities of its customer Jane Smith across her smartphone and her laptop — based on when she is logged onto the brand’s site or app — with her real-world purchases at its stores.

This cross-channel identity is connected by one or more common identifiers, like a common email address. When used for marketing outside of that brand, the profile is anonymized, such as Customer 123.

Now, the Acxiom-owned LiveRamp has launched IdentityLink for data owners, which allows third-party data owners to sell their information for integration with these cross-channel profiles.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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