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LiveRamp moves into B2B data with purchase of Pacific Data Partners
The acquisition of the Seattle firm means that LiveRamp’s consumer-oriented IdentityLink can now target businesses and the business identities of consumers.
LiveRamp’s IdentityLink utilizes millions of anonymized, cross-channel profiles of consumers for the targeting of ads and other marketing through demand-side platforms and data management platforms.
This week, the company is enlarging its scope to include businesses, announcing it has purchased B2B data provider Pacific Data Partners (PDP). Deal terms were not made public.
The co-founders of the Seattle-based PDP, Pieter De Temmerman and Grant Ries, are former execs at Oracle and BlueKai, and they will lead the effort to move LiveRamp into B2B marketing.