LiveRamp, an Acxiom company, announced the launch of LiveRamp Customer Link, a new SaaS product that connects campaign and sales data across channels and devices, solving the linking challenge that prevents marketers from creating a unified view of customer activity. Customer Link extends LiveRamp’s suite of open connectivity services, creating new opportunities for brands to work with their preferred DMPs, DSPs, and attribution platforms to analyze cross-channel campaigns, perform closed-loop measurement, and refine audience models.
“We’ve expanded beyond data onboarding and now offer a suite of data connectivity services that help marketers unlock greater value from their preferred marketing platforms,” said Travis May, President and GM of LiveRamp (pictured left). “With better connections across the tools they use every day, marketers can gain the insights they need to deliver superior customer experiences and achieve better business results.”
Customer Link represents a major step forward in LiveRamp’s mission to connect the digital marketing ecosystem. By operating as a neutral provider of open services that are simple, standardized, and secure, LiveRamp accelerates innovation and provides all parties with the freedom to choose the technologies that are right for them.
Customer Link connects data across more than 200 integrated partners. Client offline and online records are ingested, anonymized, and then matched to privacy-safe links that represent a unique customer through advanced recognition technologies that include LiveRamp exact 1-to-1 matching and AbiliTec. Finally, matched records are delivered to client analytics teams or attribution platforms for analysis.
More than 25 leading DMPs, DSPs, attribution platforms, data providers, and measurement services companies have created new or expanded partnerships with LiveRamp to use Customer Link, including Adobe, Analytic Partners, Beintoo, Compass, comScore, Datastream, Ensighten, Integral Ad Science, Kantar Shopcom, Krux, MarketShare, Marketing Evolution, MediaMath, Nielsen, Relevate, RUN, Stirista, TransUnion, V12, Vendigi, and Videology.
“Connected data is key to measuring the performance of marketing campaigns. Through our partnership with LiveRamp, we’re able to use data linked at the consumer level to help marketers understand the impact of advertising campaigns on in-store and online sales,” said Serge Matta, CEO of comScore.