LiveRamp’s IdentityLink expands to a new frontier: Television
Through its service for matching people's data sets, LiveRamp wants to help advertisers conquer television's many platform variations.
LiveRamp’s IdentityLink connects one customer data set with another via a persistent identifier, such as an email address.
For instance, a brand might supply its customer list, and IdentityLink will connect it through the email or another solid identifier to other data about that customer, such as their mobile device ID or an identifying cookie. Now, the brand can directly and individually target its customers online.
LiveRamp utilizes the term “people-based marketing” to describe IdentityLink. The idea is that its joined customer profiles don’t just target the few behaviors of a cookie, but the contours of a person who may also have offline purchases and other non-online attributes.
This week, the San Francisco-based LiveRamp is expanding its IdentityLink universe to include television.