LiveRamp, a subsidiary of marketing-data firm Acxiom, late last year introduced a system that lets advertisers continuously track, target and measure the same consumer across mobile and desktop devices, targeted TV spots and in-store transactions.
The system takes LiveRamp's original data on-boarding service, which connects advertisers' offline CRM data with digital identifiers in order to target individuals in digital channels, to a more sophisticated level. When the new system ingests consumer data such as transactional information, it strips out identifiers and returns an anonymized ID that can be used to target and measure marketing campaigns across an array of tech platforms including ComScore, Kantar Shopcom, Krux, MediaMath, Nielsen, TransUnion and Videology.
LiveRamp began building the Customer Link capability in January and began testing with clients in April. Pilot partners included American Express, Kellogg's, Nielsen Catalina Solutions, TD Ameritrade, Sony and TiVo.
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