Last October, data onboarding service LiveRamp launched IdentityLink, making its internal identity resolution service available to brands for their first-party data.
IdentityLink creates “people-based marketing” profiles, which describe the activities of real people across devices and through their purchases in the real world. That is, a brand might connect the activities of its customer Jane Smith across her smartphone and her laptop — based on when she is logged onto the brand’s site or app — with her real-world purchases at its stores.
This cross-channel identity is connected by one or more common identifiers, like a common email address. When used for marketing outside of that brand, the profile is anonymized, such as Customer 123.
Now, the Acxiom-owned LiveRamp has launched IdentityLink for data owners, which allows third-party data owners to sell their information for integration with these cross-channel profiles.