LiveRamp’s IdentityLink acts as centerpiece for new identity consortium
The consortium is based around a common cookie for its members, to simplify the task of matching cookies to identities.
People-based marketing is a gold standard for marketers, because the targeted customers are definitively identified.
Acxiom’s data onboarding division, LiveRamp, and two leading ad tech firms, AppNexus and MediaMath, announced this week the launch of an open consortium to increase the availability of people-based marketing in programmatic advertising.
While the announcement talks about a single identity standard being available across platforms — including Internet of Things devices, addressable TV, video billboards and mobile — LiveRamp CMO Jeff Smith explained to me that this announcement is really about adopting a single type of cookie for use in LiveRamp’s IdentityLink.
The new organization could be described, he said, as “a consortium for a unified identifier, in one cookie.”