LiveRamp Announces IdentityLink for Publishers

July 18, 2017  |   LiveRamp

People-based marketing is fulfilling the promise of programmatic: reaching real people in the right place at the right time. In fact, 84% of advertisers surveyed want to be able to run people-based marketing, and they want to be able to do it across all their digital channels.

With publishers investing more heavily in newsletters, subscriber-only content, and even events, they are gaining more valuable first-party data. What’s been missing is the link between what publishers know and what advertisers know—a bridge between the context and the audience—and a way to activate upon that people data.

That’s why we’re excited to announce IdentityLink for publishers.

People-Based Publishers

People-based marketing is all about using data to target real people wherever they are. Marketers are already doing this by onboarding their first-party data to Facebook and Google.

These people-based campaigns take advantage of the power of identity resolution to resolve first-party data back to consumers and target them based on the context of the site they’re on.

When marketers can target their customers based on known attributes, they can deliver a more relevant and consistent ad experience based on that customer’s stage in their journey.

With the latest launch of IdentityLink, publishers can take advantage of identity resolution to offer their own custom audiences solutions, open new data monetization opportunities, and engage in more effective audience development.

What is IdentityLink for Publishers?

Becoming People-Based
Now, publishers will be able to get in on the game by baking people-based capabilities into their offerings, deepening their relationships with brands.

IdentityLink makes it easy for advertisers to activate their own data in direct media buys, or for publishers to append theirs. With this bridge between people-based audiences and contextual marketing, marketers are one step closer to a truly omnichannel approach.

For Time Inc., IdentityLink has allowed them to extend their first-party data to recognize more of their readers, as well as utilize advertisers’ first-party data to run targeted campaigns at the person level.

“Time Inc. is enhancing our differentiated storytelling capabilities by building powerful insights from a graph of true user interests,” said Judith Hammerman, SVP Data and Programmatic of Time Inc. “With IdentityLink, we advance our people-based audience capabilities, allowing us to continue to provide the best creative and targeting solutions for advertising clients.”

Hearst Magazines Digital Media is using IdentityLink to activate their first-party data to help advertisers reach a diverse set of audiences.

“With IdentityLink, our marketing partners are able to leverage their understanding of our audience while engaging with them in our brand-safe environment,” explains Adam Harris, VP of Data Products of Hearst Magazines Digital Media.

Monetize Data Effortlessly
On top of offering people-based marketing, publishers will also be able to begin monetizing their first-party subscriber data through the IdentityLink Data Store feature.

With the Data Store, publishers can upload their audiences, resolve them back to the consumer, and then, utilizing the Data Store’s tight control and security features, make that data available to buyers interested in people-based marketing.

Publishers can control where their data is activated and if they want to allow buyers to use it across the web or to inform their campaigns. IdentityLink can help monetize location data, mobile or cross-device data, authenticated web traffic, and other unique data sets.

The Weather Company uses the IdentityLink Data Store feature to make their location-based weather data available to marketers effortlessly for their people-based campaigns.

With new data sets, marketers and publishers can deepen their relationships and move towards more optimized campaigns informed by the most accurate and relevant data.

Audience Development
Finally, with IdentityLink, publishers will be able to use the data they’ve collected for their own audience development, much like brands are already doing.

Apply email and offline data to increase reader/subscriber acquisition and retention, or aggregate first-party data across publisher networks for targeted cross-selling and promotion.

“As we engage consumers at the individual level, people-based marketing is changing every single thing we do, from customer acquisition to how we’re publishing, distributing, and customizing content,” said Jonathan Anastas, CMO of TEN: The Enthusiast Network.

What’s Next?

Learn more about people-based marketing and IdentityLink for publishers by registering for our webinar, The People-Based Marketing Opportunity for Publishers, on Thursday, August 3, or read our press release.

Can’t wait until then? Contact us today and get started with LiveRamp.