LiveRamp launches IdentityLink for Publishers

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LiveRamp's IdentityLink visualization

LiveRamp’s IdentityLink visualization

Acxiom’s LiveRamp began as a way to match offline data with online. Last year, it moved into people-based marketing with the launch of IdentityLink, which provides anonymized identities of actual people in their different guises of multiple devices and channels.

This week, the San Francisco-based company is launching a version of IdentityLink that is designed for publishers, as it hopes to provide the kind of people-based targeting for advertisers that a walled garden like Facebook can offer. Previously, IdentityLink was focused on brands and ad/marketing tech providers.

A brand advertiser can go to Facebook with an email list of its customers or registered visitors, and then target those actual people on the giant social network. This gives Facebook and Google, in particular, a huge advantage over lesser publishers that cannot offer this massive form of people-targeting.

With IdentityLink for Publishers, a publisher like Hearst can provide LiveRamp with an authenticated list of its subscribers or registered visitors. These are the site’s equivalent — much fewer, of course — of Facebook’s membership.

[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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