LiveRamp launches data store in Australia after IPG sale
Identity platform LiveRamp has launched its IdentityLink Data Store in the Asia Pacific region after rebranding from Acxiom.
The rebrand follows Interpublic Group acquiring the company’s marketing solutions arm of data, analytics and identity management service Acxiom in a US$2.3bn cash transaction completed last week.
Dean Capobianco, managing director of Asia Pacific Emerging Markets for LiveRamp, told Mumbrella: “Australia is one of the fastest growing markets in Asia Pacific and is the first market to launch LiveRamp in Asia Pacific,” said LiveRamp extended IdentityLink to Australia in May this year enabling brands to connect people, data, and devices to construct an omnichannel view of the consumer and serve consumers in a privacy-conscious way.
“The country boasts a sophisticated advertising market and is maturing very quickly towards people-based marketing. We are excited to roll out IdentityLink Data Store feature in the region.”
Since closing its marketing services arm in Australia , the company refocused around identity management services following its 2014 acquisition of customer onboarding service LiveRamp. Last year, Acxiom entered into strategic data partnership with Nine.
“For IdentityLink Data Store, we’re looking to attract marketers – from brands, agencies, data providers, adtech and martech platforms, and publishers,” said Capobianco.
“In terms of industries, the data store is relevant for the automotive, travel and hospitality, retail, telco, FMCG, education and financial services sectors, just to name a few – but relevant for any advertiser trying to reach a people-based audience across digital channels.”
Australia and Japan are the first two markets to go live with the new feature, that allows data sellers to manage and monetise their data across more than 100 platforms globally.
