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LiveRamp’s IdentityLink acts as centerpiece for new identity consortium

The consortium is based around a common cookie for its members, to simplify the task of matching cookies to identities.

Barry Levine on May 5, 2017 at 11:34 am

People-based marketing is a gold standard for marketers, because the targeted customers are definitively identified.

Acxiom’s data onboarding division, LiveRamp, and two leading ad tech firms, AppNexus and MediaMath, announced this week the launch of an open consortium to increase the availability of people-based marketing in programmatic advertising.

While the announcement talks about a single identity standard being available across platforms — including Internet of Things devices, addressable TV, video billboards and mobile — LiveRamp CMO Jeff Smith explained to me that this announcement is really about adopting a single type of cookie for use in LiveRamp’s IdentityLink.

The new organization could be described, he said, as “a consortium for a unified identifier, in one cookie.”

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.