Acxiom’s LiveRamp began as a way to match offline data with online. Last year, it moved into people-based marketing with the launch of IdentityLink, which provides anonymized identities of actual people in their different guises of multiple devices and channels.
This week, the San Francisco-based company is launching a version of IdentityLink that is designed for publishers, as it hopes to provide the kind of people-based targeting for advertisers that a walled garden like Facebook can offer. Previously, IdentityLink was focused on brands and ad/marketing tech providers.
A brand advertiser can go to Facebook with an email list of its customers or registered visitors, and then target those actual people on the giant social network. This gives Facebook and Google, in particular, a huge advantage over lesser publishers that cannot offer this massive form of people-targeting.
With IdentityLink for Publishers, a publisher like Hearst can provide LiveRamp with an authenticated list of its subscribers or registered visitors. These are the site’s equivalent — much fewer, of course — of Facebook’s membership.