LiveRamp continues to look for better ways to bring our data onboarding process to customers and partners. With the recent re-launch of the AppNexus Marketplace, we are pleased to announce that our AppNexus App is now live! Our app gives AppNexus customers the ability to instantly integrate with LiveRamp. By onboarding data to AppNexus, Liveramp provides technology to build online campaigns that target audiences based on email or postal addresses.
AppNexus is one of the premier platforms for buying real-time online advertising. With over 4 billion ads bid every single day, AppNexus has established itself as the place to be for advertisers, marketers, data brokers, retargeters, and everyone in between. New technologies emerge almost daily that offer exciting opportunities for better targeting, analytics, creatives, and more; however, trying to take advantage of new third party tools and data can be a challenge. Because of this challenge, AppNexus has released the AppNexus Marketplace to allow these third-parties to better integrate into marketers’ online advertising workflow and simplify their ad campaign experience.
LiveRamp on AppNexus
LiveRamp’s app simplifies the process of bringing marketers’ offline CRM data online for use in campaigns run through AppNexus. Using the app, you can create CRM Retargeting segments and upload files to LiveRamp. LiveRamp starts by segmenting your file based on the data you provide. For example, a department store may want to target former customers that purchased last year. LiveRamp matches the segmented data to an anonymous cookie via our extensive match network. Finally, we populate your AppNexus segments with the audience from your file, so you can use them in your next AppNexus campaign.
Adding the app to your AppNexus account is as easy as searching for “LiveRamp” in the Apps Marketplace and clicking “Install App”. This will add a link to the LiveRamp app under
Apps->Installed Apps where you can get started.
First, open the LiveRamp app within your AppNexus console. Then click “Create Segment” to create a new CRM Retargeting segment. This will create a segment ID in AppNexus. Click the checkboxes next to your newly created segments and click “Update Segments” to upload a file for LiveRamp to onboard. Files must include either an email address and/or postal address and optionally data associated with each row. Exact formatting details can be found here. After uploading a file, LiveRamp will handle segmenting your file and matching your audience to anonymous cookies. We will automatically populate your segment in AppNexus. When the status of the segment within the LiveRamp App is “Active”, you can start using this segment within your campaigns.
Using Your CRM Data Online
Within 72 hours of uploading your file, we will have your AppNexus segments populated with your online audiences. You will be provided details on the segment ID to use, current status (if we are still processing or if it is ready to go), how many unique users were found, and how many unique cookies we were able to match your data with.
In the above screenshot we can see an example of a couple ad campaigns that one can run with the help of the LiveRamp app. In the first instance a retailer has a CRM list of former customers who have purchased through them in the past but haven not made any new purchases recently. This retailer may want to reach this customer list with an ad encouraging them to return and make another purchase. Another use case is for a company with free subscribers that they want to reach across the web and try to upsell on a paid subscription. Onboarding their list via LiveRamp allows them to run a display ad campaign targeting these subscribers.
If you have any questions or would like to talk to us about onboarding your CRM data, email us at email@example.com.