Targeting

Targeting real people, anywhere

Targeting

Know who you’re targeting wherever you’re targeting them with an omnichannel, privacy-conscious link to identity.

Creative and media strategies fall down when planners and buyers can’t target the right prospects in the media platforms they’re paying so much for. LiveRamp IdentityLink™ ties data, devices, and cookies back to real people—across every channel and platform. It’s the only way to deliver the deterministic precision you or your clients need without compromising on reach.

  • IdentityLink™ for Addressable TV

    Bring people-based marketing to TV with first- and third-party data

    • Problem

      TV is unrivaled in its ability to reach large audiences and provide an emotional, immersive experience. However, for too long, marketers have not had enough tools to target precise audiences and measure the impact of their TV advertising campaigns.

    • Solution

      Addressable TV enables 1-to-1 household targeting of CRM and other trusted audiences on TV via set-top boxes in live, linear programming and video on demand. Leverage LiveRamp’s relationships with all the major TV partners (MVPDs) to reach your precise target audience among TV subscriber households.

    • 1-to-1 household targeting

      Reach the precise households you’re looking for, regardless of what channel the TV is tuned to.

    • Zero waste

      Every TV impression is served to your target audience—without a side of fraud or viewability issues.

    • Rich, granular data

      Bring your own first-party data to the party or enrich it with third-party data from the IdentityLink Data Store to improve your understanding of targeted audiences.

  • IdentityLink™ for Over-the-Top Video (OTT)

    Bring people-based marketing to new TV platforms with first- and third-party data

    • Problem

      As TV becomes more fragmented with more ways to access content over the internet, OTT is becoming a major channel to reach viewers. However, occupying a space with one foot in digital and the other in TV adds complexity to the media planning and buying processes.

    • Solution

      Addressable TV enables 1-to-1 household targeting of CRM and other trusted audiences via OTT platforms and apps in live, linear programming and video on demand. Leverage LiveRamp’s relationships with all the major OTT platforms to reach your precise target audience among TV subscriber households.

    • 1-to-1 household targeting

      Reach the precise households you’re looking for, regardless of which app the TV is tuned to.

    • Zero waste

      Every TV impression is served to your target audience—without a side of fraud or viewability issues.

    • Rich, granular data

      Bring your own first-party data to the party or enrich it with third-party data from the IdentityLink Data Store to improve your understanding of targeted audiences.

  • IdentityLink™ for Data-Driven Linear TV

    Optimize TV plans and buys with first- and third-party data

    • Problem

      Since the beginning of TV in the 1950s, audience targeting for linear TV has been limited to pre-digital era demographics or the shows being watched. Although TV is still unrivaled among advertising channels in terms of reach and brand storytelling possibilities, digital marketing is outpacing it in targeting and measurement.

    • Solution

      Data-driven linear TV allows for true audience-based buying in TV. Marketers can now match CRM or other trusted data sources against TV viewership data sources to discover the programs, networks, and dayparts that index highest for the desired target audience. This creates an optimized media plan providing maximum reach and minimal waste.

    • Targeting without sacrificing scale

      Intelligently leverage large audience data sets to achieve precision at scale.

    • Spend budget efficiently

      Brands can be confident that they are optimizing spend and efficiently reaching their target audience.

    • Use any data set

      Bring your own first-party data to the party or enrich it with your favorite approved third-party data set from the IdentityLink Data Store to improve your understanding of targeted audiences

  • IdentityLink™ for CRM retargeting

    Connect known data from first-party platforms like CRM or point-of-sale systems to anonymous IDs

    • Problem

      Online campaigns aren’t as effective as they could be when data from CRM, email, point-of-sale systems, and other offline channels are siloed from digital marketing efforts. These data silos make it impossible to deploy targeted advertising campaigns that also maintain customer privacy.

    • Solution

      Marketers and the companies they work with upload known data from first-, second-, and third-party data sources, resolve it to an omnichannel privacy-conscious link with IdentityLink™, then onboard to one of 500+ LiveRamp partners to deploy targeted ads to known customers. When you have a privacy-conscious way to match consumer data to online devices and digital IDs, you can launch smarter, online targeted advertising campaigns.

    • Online Purchase

      Spot cross‑sell and upsell opportunities

      Customer purchase history resolved to an omnichannel ID makes it easier for marketers to offer consumers exactly what they’re looking for everywhere.

    • link copy

      Define smarter audience segments

      Resolve first-, second-, and third-party data with online behavioral data, to add an extra dimension to segmentation..

    • General Template 3

      Run cross‑channel campaigns

      Identity resolution to an omnichannel ID is the first step to delivering a seamless experience for the same person across multiple channels and devices.

  • IdentityLink™ for cross‑channel marketing

    Reach the same consumers across channels and devices

    • Problem

      Consumers aren’t getting a consistent message from marketing campaigns deployed across different channels and devices, contributing to poor engagement and low conversions.

    • Solution

      Consumers want to have smooth, seamless interactions with the companies they interact with, no matter the channel or device. With a privacy-conscious way to match people-based data to online devices and digital IDs, it’s easy to launch smarter, online targeted advertising campaigns.

    • Methodology

      Increase conversion and lift

      Improve campaign performance with consistent messages and offers throughout the customer journey.

    • Distribute

      Simplify cross‑channel execution

      Upload data to one platform—LiveRamp—for identity resolution, then onboard it to multiple technology platforms or publishers with ease.

    • Publisher Data

      Reach customers beyond their devices

      Today’s consumers are each using multiple devices. Understanding how effective a marketing campaign is across these different touchpoints requires a way to resolve behavior back to the consumer in a deterministic way.

  • IdentityLink™ for audience suppression

    Optimize ad spend and create smart, personalized experiences

    • Problem

      New and loyal customers don’t want to be treated like prospects and see a discount meant for first-time buyers. Suppressing audience-specific content accurately requires an omnichannel understanding of the consumer.

    • Solution

      Consumers want ads that are relevant to them. Resolve online IDs back to the consumer and tell preferred targeting platforms or publishers not to show that discount meant to convert new customers. The result? An improved quality of ad spend and a better customer experience.

    • Publisher(Data)

      Reduce waste, save money

      Consumers won’t ignore messages when they’re relevant.

    • 2nd Party Data

      Deliver white glove service

      Identity Resolution ensures new and current customers always receive the best brand experiences.

    • link copy

      Maintain a gold standard

      Establish brand equity with a polished and well‑planned marketing strategy.

  • IdentityLink™ for look‑alike modeling

    Target prospects who act like the ideal customer

    • Problem

      Growing a marketing audience intelligently is no easy task. Without understanding identity, finding new and ideal customers is messy and inefficient.

    • Solution

      With IdentityLink™, it’s easy for analytics platforms to receive marketing data related to a brand’s best customers and run look-alike modeling to generate a list of high-quality prospects. Expanded reach has never been so high quality.

    • Smart Reach

      Expand your reach

      Proven consumer segments are low-hanging fruit—make it easy to find them with IdentityLink™.

    • Ad Suppression

      Maximize investments

      Avoid spending time and money on low-value prospects or segments.

    • Customer Data

      Enable smart bidding

      Match cost‑per-action (CPA) efforts with the expected value of specific customer segments.

More people-based marketing with IdentityLink™