Acxiom LiveRamp extends IdentityLink service to Australia

Identity management service LiveRamp, a division of information company Acxiom, has announced its IdentityLink service has been launched in Australia.

The announcement;

LiveRamp Extends IdentityLink™ to Australia
IdentityLink™ connects Offline and Digital Channels, Expanding People-based Marketing Techniques throughout the Digital Ecosystem

Empowering Australian marketers with the ability to scale true people-based marketing, LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution, today announced the expansion of IdentityLink™, its identity resolution service, to Australia.

IdentityLink enables brands to connect people, data, and devices to construct an omnichannel view of the consumer and serve consumers in a privacy-conscious way. This view can be activated to connect and serve consumers via people-based marketing programs across devices globally in over 50 in-region, and more than 550 international destinations.

People-based marketing allows brands to create more meaningful experiences for consumers, replacing irrelevant content with content that meets a person’s specific interests and preferences. IdentityLink, which informs people-based marketing strategies, allows marketers to engage with consumers at precisely the right moment, and with content and messaging that is relevant to that consumers’ wants and needs, acknowledging where they are in the customer journey. Importantly, IdentityLink ensures marketers are able to harness the power of people-based marketing in an ethical, privacy-conscious way. Further, LiveRamp operates in an Acxiom Safe Haven®-certified environment with technical, operational, and personnel controls designed to ensure the proper and ethical use of data.

“Everything we do focuses on servicing our end-user, and a big part of that includes delivering a seamless experience across all touchpoints and stages of the customer journey” said Anthony Saines, Managing Director – Commercial at carsales. “LiveRamp’s IdentityLink provides us with a solution to address that challenge, whilst understanding more about our users and enhancing their brand experience with carsales. We’re excited to see IdentityLink extend into Australia and look forward to deploying people-based marketing initiatives across the multiple touchpoints we have with our consumers.”

As consumers continue to merge their offline and digital lives, the majority of marketers (92 per cent) believe the ability to execute and unify people-based marketing across all digital channels is of significant importance.

“Marketers are putting a focus on people-based marketing and need to adapt to best serve the evolving needs of the consumer,” said Esther Carlsen, Australia Managing Director, LiveRamp. “IdentityLink enables the execution of informed marketing practices across the digital ecosystem to help create an enhanced omnichannel customer experience, and ultimately deliver significant business value.”

“In bringing IdentityLink to Australia, LiveRamp is driving the globalisation of people-based marketing, while adding another layer of marketing technology sophistication that is trusted by brands, agencies, publishers, platforms and data owners,” Carlsen added.

Global and local brands can now use LiveRamp to activate offline first- and third-party data across their marketing stack, enabling them to reach consumers with relevant messages and tie online campaigns back to real sales results.

“In the wake of digital transformation, media is becoming more fragmented, and consumers are becoming more discerning about ad targeting. As a result, there is an immediate need for advertisers to remove friction from the customer journey; recognising their customers across devices is a big part of this,” said Gil Snir, Chief Commercial Officer, Bench. “Introducing IdentityLink into the Bench ecosystem allows us to connect offline and online data to make educated decisions about real-time bidding, so we can deliver precision targeting across all devices, as well as display, video, mobile, native, audio and TV. All of that is key to helping us drive meaningful interactions and conversations with anyone, anywhere.”

From a company media release


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