LiveRamp Announces Availability of AbiliTec for Offline Identity Resolution
25 September 2018 - 10:30PM
Business Wire
Accelerates LiveRamp’s Pursuit of Providing
World’s Largest Omnichannel Identity Graph
LiveRamp®, an Acxiom® company (NASDAQ: ACXM), today announced it
is expanding the availability of LiveRamp’s AbiliTec® offline
identity resolution platform to its martech ecosystem partners.
Since taking ownership of the platform from Acxiom earlier this
year, LiveRamp has enhanced the offering to not only serve the
needs of marketers, but also those of marketing technology
companies. The addition of AbiliTec to LiveRamp’s IdentityLinkTM
portfolio strengthens the world’s largest neutral and open
omnichannel identity graph by ensuring all players in the ecosystem
can create exceptional experiences for their customers.
Technology platforms must be able to reliably connect their
customers’ data wherever it resides in order to keep pace with a
marketer’s needs. With the incorporation of AbiliTec into
IdentityLink, companies that are building in-demand products that
connect different data sets, like customer data platforms (CDP),
master data management platforms and enterprise data warehouses,
can offload identity resolution to a trusted, proven partner. As a
result, consumers can expect to have a more meaningful and seamless
experience with the brands that they value and prefer.
“When martech platforms demonstrate a cross-channel identity
resolution strategy that can seamlessly adapt to the needs of their
marketing customers, it unlocks value for both,” said Anneka Gupta,
co-president, LiveRamp. “With the new capabilities AbiliTec adds to
IdentityLink, technology platforms will have broader reach and
accuracy when connecting their client’s disparate data, and can
more quickly adjust to changes that occur in a consumer’s
life—whether it’s a marriage, move, or contact change.”
AbiliTec is able to resolve disparate personally identifiable
information (PII)—name, address, email, and phone number—to a
single person, in a privacy-first manner, using sophisticated
machine learning algorithms and a patented identity resolution
process. AbiliTec applies a unique, persistent Privacy by Design
(PbD) identifier to all customer records to create a people-based
view of the customer with evidence-based IDs. This, in turn,
enables the platform to provide an accurate representation of a
brand’s customers and improve targeting accuracy at the personal
level. LiveRamp customers using AbiliTec can expect greater reach,
higher accuracy, increased interoperability, and advanced
insights.
“In order to be successful, today’s marketers must deliver
personalization at scale, which is precipitated by the ability to
identify and recognize customers as actual individuals, and not
just another number in a data set,” said Martin Wexler, VP of
strategic business development, TapAd. “We're excited to see these
capabilities made available to platforms as part of LiveRamp’s
IdentityLink offering. Providing our clients with an enriched view
of their end user will enable them to build high-performing
segments for acquisition, cross-sell, upsell and churn-prevention
across channels.”
“With the sheer number of consumer touchpoints that exist across
physical and digital mediums, access to data and insights is
critical to unlocking customized brand experiences in real time
across the enterprise,” said John Nash, chief marketing and
strategy officer at RedPoint Global. “LiveRamp provides
unparalleled intelligence through its offline identity resolution
platform. Through this exciting partnership, we can further unify
martech and ad tech for our customers, enabling them to have an
even better view of the consumer across the entire lifecycle. With
AbiliTec, we can provide our customers with the insights they need
to drive contextually relevant interactions with their consumers,
regardless of where they are.”
“As a leading CDP, we specialize in helping our clients unify
fragmented customer data at the individual level, while also making
it easier for marketers to activate across their tech stack. A big
part of the value-add comes from our ability to not only unify data
across digital channels, but also across offline-to-online
environments,” said Cory Munchbach, SVP strategy at BlueConic.
“Building unified customer profiles that are both accurate and
comprehensive is core to our platform, and we’re pleased to now be
able to support this even more efficiently when it comes to
capturing data from the offline ecosystem.”
Effective immediately, LiveRamp’s offline identity resolution
capabilities will be available to partners via an Application
Programming Interface (API). To learn more about AbiliTec, read our
blog.
About LiveRamp
LiveRamp provides the identity platform leveraged by brands and
their partners to deliver innovative products and exceptional
experiences. LiveRamp IdentityLink connects people, data, and
devices across the digital and physical world, powering the
people-based marketing revolution and allowing consumers to safely
connect with the brands and products they love.
LiveRamp is an Acxiom company (NASDAQ: ACXM), delivering
privacy-conscious solutions to market and honoring the best
practices of leading associations including the Digital Advertising
Alliance's (DAA) ICON and App Choices programs. For more
information, visit www.LiveRamp.com.
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Havas Formula on behalf of LiveRampAlyssa Niemiec,
619-234-0345liveramp@havasformula.com
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