LiveRamp’s IdentityLink connects one customer data set with another via a persistent identifier, such as an email address.
For instance, a brand might supply its customer list, and IdentityLink will connect it through the email or another solid identifier to other data about that customer, such as their mobile device ID or an identifying cookie. Now, the brand can directly and individually target its customers online.
LiveRamp utilizes the term “people-based marketing” to describe IdentityLink. The idea is that its joined customer profiles don’t just target the few behaviors of a cookie, but the contours of a person who may also have offline purchases and other non-online attributes.
This week, the San Francisco-based LiveRamp is expanding its IdentityLink universe to include television.
[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.