We are pleased to announce that Lotame has been selected as a launch partner in LiveRamp’s newly expanded IdentityLink for Marketing Technology Providers solution. IdentityLink was launched in October 2016 for brands and advertisers and is now being expanded to include providers of advertising and marketing technology services, allowing for people-based targeting, content personalization, measurement, and more within each technology provider’s platform.
For customers of LiveRamp and Lotame’s DMP, the identity resolution service offered through IdentityLink provides vastly improved ad spend efficiencies. In other words, fewer advertisements need to be delivered across laptops, smartphones, tablets, computers and other devices – and more advertisements are delivered to the right people – not just their devices and cookies – in the right moment when they are most receptive to those advertisements. Additionally, LiveRamp IdentityLink provides significantly faster onboarding of your offline data assets – often in 24 hours or less!
People-based targeting is defined by eConsultancy as “a strategic discipline that targets ads at real people rather than cookies across devices and channels—and addressable media.” According to a research report from February 2016, eConsultancy and Signal found that nearly a third of senior marketers in North America were familiar with the concept of people-based targeting. In the quest to improve the consumer decision journey, smart marketers around the globe are looking to reach customers on a more personalized basis. This new partnership ties Lotame’s data management platform with LiveRamp’s onboarding capabilities, allowing clients to link online and offline data for a holistic view of their target audience.
If you’d like more information on this exciting partnership, you can check out the press release here.
This new partnership is just the beginning. Lotame‘s Product and Engineering teams are hard at work developing new solutions and services to bring the power of people-based marketing inside Lotame‘s DMP. Stay tuned in the coming months as we have some exciting things in store for our customers.