The data onboarding service, LiveRamp launched IdentityLink Last October, making its internal identity resolution service available to brands for their first-party data.
For those who don’t know what IdentityLink does, they create “people-based marketing” profiles, which describes the activities of real people across devices and through their purchases in the real world. An example would be allowing a brand to connect the activities of somebody across their smartphone and their laptop based on when she is logged onto the brand’s site or app with their real-world purchases at its stores.
The cross-channel identity is connected by one or more common identifiers, such as a common email address. If the marketing is outside out of the brand, the profile becomes anonymized.
The Acxiom-owned LiveRamp has launched IdentityLink for data owners. This allows third-party data owners to sell their information for integration with these cross-channel profiles.