• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Analytics & Data

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

The data onboarding service is releasing different versions of its IdentityLink, this time for third-party data owners.

Barry Levine on February 6, 2017 at 3:16 pm
  • More
people-social-network-connect-ss-1920

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 on to 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.

This is the third of five IdentityLink versions that LiveRamp is issuing. The first release in October was for brands, which was followed in November by a version so technology providers could embed IdentityLink into their platforms. Now it’s for the third-party data owner, with editions of IdentityLink for agencies and publishers in development.

Luke McGuinness, head of data partnerships at LiveRamp, told me that a third-party data owner could have, say, data that an unidentified but cookied online user has been visiting car sites, apparently in the market for a vehicle. It could link up that data with the known profile of a user in IdentityLink through its cookie and the brand’s cookie on the same laptop, or some other common identifiers.

LiveRamp notes that three third-party data owners are already utilizing IdentityLink. There’s mobile purchase data from Ibotta, data on fans involved with celebrity clubs through Vertical Mass, and verified iOS and Android users in PushSpring. Here’s a LiveRamp screen showing management of PushSpring data:

LiveRamp IdentityLink for data owners - 1

The integrated LiveRamp data is made available through integrations with over 400 marketing and ad platforms in the company’s Data Store.

People-based marketing has become a kind of premium data supply, based on the idea that real profiles can more accurately track users across channels.

Time, Inc.-owned Viant, for instance, recently bought mobile-oriented demand side platform (DSP) Adelphic to better target its large number of people-based profiles. Adobe launched a Cross-Device Coop last March to anonymously utilize brands’ cross-device first-party profiles.

McGuinness told me that LiveRamp works with other providers of people-based data, particularly since his company specializes in marrying offline data with online. Adobe, he says, uses IdentityLink for that purpose.



About The Author

Barry Levine
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.

Related Topics

Channel: Martech: Analytics & DataDMP: Data Management Platforms

Subscribe to receive daily martech news and expert insights. See terms.

Processing...Please wait.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • SEO Wars: How to Resist the Dark Side and Earn Links Organically
  • Data & Organizational Roadblocks? Your Path to Frictionless Revenue Optimization
  • Converting with Conversational AI
  • 4 Ways Chatbot Marketing Can Drive Sales
  • Client Reporting Best Practices Guide
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

On-Demand Free Training

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.