The “Live” companies have announced a people-based marketing partnership.
LiveIntent, a platform for so-called “people-based marketing” that focuses on the email channel, and LiveRamp, an Acxiom company that offers omnichannel identity resolution services, on Monday announced a partnership to offer “people-based” inventory to media buyers at scale according to a MediaPost article.
“We are just scratching the surface around people-based marketing,” LiveIntent founder and CEO Matt Keiser, told Real-Time Daily via email. “This partnership transforms regular media into people-based media, through the power of email address data, and gives marketers the ability to drive connection and frequency across channels.
“Marketing strategies now revolve around people, not devices, and with this partnership, brands can reach people programmatically, at scale. Brands can find their audiences programmatically with a level of Identity resolution previously unknown. This empowers brands to reach people wherever they are paying attention.”
One definition of “people-based marketing” is that it attempts to accurately reach consumers wherever they are (online, mobile, and in-store) and on any device. Each device offers a different experience for the consumer and invites different forms of messaging.
The combination of LiveIntent’s email inventory and LiveRamp’s acquisition of Circulate and Arbor give this partnership a great deal of volume and reach for advertisers.
“We’ve long empowered our advertising customers to buy people-based audiences across the open web and with premium publishers such as Facebook and Google,” said LiveRamp CEO Travis May. “LiveIntent’s platform offers a whole new path to crucial addressable people-based inventory from a logged-in, viewable, and fraud-free environment that is incremental to their existing efforts. Anonymized partner data securely flows into and out of the LiveIntent Platform, giving marketers the ability to close the loop on their known users. Through our partnership powered by the email address, LiveRamp will significantly increase the ease with which our customers can find their customers and prospects across LiveIntent’s audience of 145 million unique monthly people outside of the email channel. In other words, the email address, the linchpin of Identity in a modern world, will act as an identifier for brands finding their known audiences as they traverse the open web.”