1. LiveRamp an Acxiom company
15 years ago LR started building the foundation that today, powers nearly all true, people based marketing that occurs in the world.
We enable brands to reach the specific customers from their data so they can deliver highly relevant messaging, using what the brand knew about that customer.
LR onboards all types of data, demographic, household information, purchase history, impression, clicks, etc. All information that informed what interaction the brand would have with their customer.
LR’s business is ‘connectivity’.

2. Marketers are investing in People-Based Marketing
Active US consumers
210M+
Active US consumers
200M+
Active US consumers
180M+
Active US consumers
The market’s response to all this complexity has been a hyper focus on Google and Facebook because they’re simple to execute and are customer based – which enables the cookies and identifiers to be tied back to a person. This ensures they’re targeting addressable people and not just cookies and devices.
People-based marketing is working which is why advertisers are spending heavily in places they can do it
92% of Media Buyers are increasing their people-based advertising spend
83% of advertisers report that people-based ads outperform traditional digital media
There’s a reason for these results – it’s because these ads are relevant and are working.
But marketers want to scale beyond these two mega-channels, unifying the people based marketing they are doing on Google and Facebook with people based marketing across the rest of the digital ecosystem. And that’s where LiveRamp comes in. Think of us as Facebook and Google for the rest of the web. You can expect to see the same type of results as with Facebook and Google.
Stat study source:
LiveRamp enables advertisers to take advantage of people based marketing for the rest of the digital ecosystem. This is enabled through LiveRamp IdentityLink.
IdenittyLink is powered by a deterministic identity graph that approaches the scale of Google and Facebook and is also just as easy to implement, but can be leveraged outside of Google and Facebook for the rest of the web.

3. Using Abilitec to resolve offline identities
Becky Wilson
20 Stag Dr
Chicago, IL
R. Jones
10 Main St
Plano, TX
Rebecca Smith IP
Secure,
one-way
de-identification
ABILITEC LINK
abc12345
IDENTITY LINK
a7b9j7ag
Becky Smith
I23 Sunrise Ave
Plano, TX
Phone
Rebecca Wilson
20 Longhorn Ave
Rebecca Smith
Cell phone:
The ability to connect data at the individual level is critical for people-based marketing. Our recognition technology uses an extensive identity graph designed to match data to the right individual and household with the highest level of accuracy.
Through Acxiom AbiliTec, we use a knowledge base with more than 40 years of occupancy history to resolve data tied to offline identifiers to a link that represents an individual or a household. We then hash this link to protect consumer privacy and use it to build out a deterministic cross-device graph via LiveRamp.
The net result is an omni-channel identity graph that allows you to recognize your customers across touchpoints and move data seamlessly between systems.
OFFLINE ID
OMNICHANNEL ID

4. Custom Audiences
On the left are the inputs to the onboarding process. These are typically data points that include PII ( address, phone number, or name and postal). You only need one form of PII to get started, but the more you include, the higher chance we will be able to match to an online ID. That being said, we typically have the highest match rate off of address. Once you upload the PII, we run it through our proprietary abilitec technology which resolves known PII back to an anonymous ID. Thus we able to tie to 1234 Main Street, Austin Texas. Once we have resolved all offline identities to an anonymous ID which we call and Identity Link, we match it to all the known online IDs associated with that individual. This could be multiple devices and channels that the individual is using like a home computer, work computer, cell phone, ipad, ect. Once we have resolved their online IDs back to the Identity Link, we pass our partner the Identity Link that is specific to that platform. Once in the platform it can be used for their targeting/suppression campaigns.

5. Your Data is Powerful – How Are You Leveraging It?
DATA TYPE
SOURCE
DATA
USE CASE
First-Party Data
CRM
Website captures
Point of sale
Online accounts
Advertising campaigns
Name
Address
CRM Attributes
Contract terms, etc.
Device /Cookie ID
Transaction data
Ad Exposure Data
Targeting
Retargeting
Cross-device
Cross-channel
Measurement
Multi-touch attribution
Modeling
Personalization
External data monetization
Third-Party Data
Buying Data from…
DMP
DSP
Data Partners Direct (Online and/or offline)
Demographic
Firmographic
Psychographic
Lifestyle
Intent
Purchase
Professional
Lifestage
Campaign analytics
Data appends

6. Use Case
JACK

7. Targeting - Activate Offline Audiences Digitally
BENEFITS WITH IDENTITYLINK:
Targeting - Activate Offline Audiences Digitally
Increase revenue and campaign ROI by targeting offline customers digitally vs. direct mail or phone
Expand marketing reach by activating offline audiences
Deliver a customer centric experience with consistent messaging across devices/channels
With IdentityLink, activate people-based offline customer records to target them via digital channels (i.e. Facebook, Google, addressable TV, mobile, social, etc.)
WHAT YOU CAN DO
Target catalog subscribers without addresses via a digital campaign (e.g.. Social and addressable TV)
Target lapsed customers with in-store coupons via digital channels (e.g. social, mobile)
Target brick and mortar retail customers with digital promotions (e.g. addressable TV, mobile)
What it is?
With IdentityLink, activate offline customer records to target them via digital channels (i.e. Facebook, Google, addressable TV, mobile, social, etc.) on a people-based level (aka Onboarding or CRM retargeting)
Why do it?
Increase your revenue & marketing ROI by targeting customers via digital channels that you can typically only reach through offline channels.
Enables you to execute on an omnichanel marketing strategy. You can essentially activate your offline data (CRM or POS data) digitally.
Enables you to deliver on customer centric marketing knowing that you’re accurately reaching people across channels on a people basis with more consistent and relevant messages/creative
Allows you to swap fragmented, siloed data for a truly cross- channel, connected view of the customer’s identity, behavior and preferences
What can you do with it?
This people-based view unlocks new programmatic possibilities. You can:
Spot cross-sell and upsell opportunities – make intelligent recommendations based on a complete picture of consumer preferences and behaviors – offline and online
Define smarter audience segments – combine information you collect in-store and at events with online behavioral data, to add an extra dimension to your segmentation
Run better cross-channel campaigns – Ensure that the content a customer viewed on their table is waiting for them when they move their laptop
What are some examples?
Target catalog subscribers w/o addresses via a digital campaign (i.e. social, mobile, search and addressable TV)
Target lapsed customers with in-store coupons via digital channels (i.e. social, mobile, search and addressable TV)
Target brick and mortar retail customers with digital promotions
How does this work?
Identity Resolution makes this possible - All the data is de-identified, so you reach the real people behind your customer identifiers without ever compromising on privacy
You just upload your segmented CRM data
We resolve your offline identifiers to online ones
Then onboard the target list to your chosen tech platform partner
Why is this important?
Resolving your online and offline data – the yin and the yang of your customer insights –gives you the linkages you need for an omnichannel customer profile – which translates into a better experience for your customers by serving them relevant, timely ads and increases campaign response for you

8. Targeting - Audience Suppression
BENEFITS WITH IDENTITYLINK:
Targeting - Audience Suppression
Increase campaign ROI and sales conversion rates by creating people based suppression files
Target audiences more likely to convert by excluding lower responders
Create a better experience by ensuring customers don’t receive ads for products they just purchased
With IdentityLink, remove select people-based audience segments from online marketing campaigns (i.e. Search, Display, Social, YouTube, etc.)
WHAT YOU CAN DO
Suppress high risk prospects from insurance display advertising campaign
Remove customers who made a recent in-store purchase from online or offline campaigns
Suppress a household for campaigns advertising a recently purchased household item
What is it?
With IdentityLink, you can remove select people-based audience segments from online marketing campaigns (i.e. Search, Display, Social, YouTube, etc.) –
Why do it?
You can increase campaign ROI and sales conversion rates by creating people based suppression files to ensure you’re only targeting the audiences most likely to convert
Create a better experience by ensuring customers don’t receive ads for products they just purchased
What can you do?
Suppress high risk prospects from insurance display advertising campaign
Remove customers who made a recent in-store purchase from online or offline campaigns
Suppress a household for campaigns advertising a recently purchased household item

9. Targeting - Omnichannel Marketing
BENEFITS WITH IDENTITYLINK:
Targeting - Omnichannel Marketing
Increase revenue and ROI with an omnichannel people-based marketing campaign
Create a people-based customer centric experience
Deliver consistent messaging and creative across all channels and devices
With IdentityLink, reach the same user across multiple devices (e.g. smart TVs, desktop, laptop and phone, etc.) and channels with consistent messaging and creative
WHAT YOU CAN DO
Upsell online shoppers by subsequently retargeting them with a mobile ad featuring a related item
Target customers who received direct mail with the same promotion through addressable TV and display advertising on mobile and desktop
Target other destinations your existing customers are visiting to support a new product launch (e.g. Search, Social, TV, etc.)
What is it?
With IdentityLink, reach the same user across multiple devices (smart TVs, desktop, laptop and phone) and channels with consistent messaging and creative
Why do it?
Once you resolve identities with IdentityLink, with Omnichannel marketing, you can tailor the customer experience across channels to create a world class customer experience. You’re able to target prospects at a people based level across channels and devices to control frequency and deliver a consistent message and creative. We enable top institutions globally to deliver omnichannel experiences to surprise and delight their customers and prospects.
What can you do?
Upsell web purchasers by subsequently retargeting them with a mobile ad featuring a related item
Target customers who received direct mail with the same promotion through addressable TV and display advertising on mobile and desktop
Target other destinations your existing customers are visiting to support a new product launch (i.e. Search, Social, TV, etc.)

10. Case Studies
JACK

11. People-Based Activation of Offline Audiences delivers Higher Customer Engagement
CHALLENGE
A large Automotive Company was seeing a decline in auto lease renewals and needed a strategy to help reverse the negative trend
SOLUTION
Using existing CRM data, built a list of customers with leases expiring in 6 months and uploaded list to LiveRamp
LiveRamp resolved and matched customer data to activate audiences digitally
The Company targeted customers with a multi- channel campaign ( , direct mail, social, video and display)
RESULTS
For people-based targeted segments that were exposed vs. standard segments:
Higher engagement across all channels
Increased inquiries into lease renewals
A auto case study for you to reference

12. Increase in net new checking accounts
People-Based Activation of Offline Audiences delivers significant ROAS Increase
CHALLENGE
A leading bank was looking to expand its direct mail and campaign to reach customers online to increase the efficiency of their marketing programs
SOLUTION
Built a prospect file using a proprietary model
Partnered with LiveRamp to activate the majority of that audience after holding out a control segment
Launched an online advertising campaign (search and display) that was in market for 30 days
RESULTS
For people-based targeted segments that were exposed vs. standard segments:
150%
Increase in net new checking accounts
40%
Increase in ROI based on customer lifetime value
A financial case study for you to reference

13. People-Based Activation of Offline Audiences delivers significant ROAS Increase
CHALLENGE
A leading retailer was looking for a way to increase YOY category sales while spending less on marketing during an annual campaign
SOLUTION
Using offline and online data, built a list of customers who had previously engaged with the category but had lapsed over the past year
Partnered with LiveRamp to activate that audience with their preferred media platforms, using display and video channels
RESULTS
For people-targeted segments that were exposed vs. standard segments:
10%
lift in category sales YOY
200%
Increase in ROAS YOY
A retail study for you to reference

14. Data Store
JACK

15. IdentityLink Data Store Vision Consumable, Consistent, Portable
All the World’s Data
Resolved Across All Devices
Plug & Play Access
User & Use-Case Friendly

16. Data Sourcing Made Easy
One contract and integration provides a simplified workflow to find and activate data tailored exactly to your needs.
Flexibility
Transparency
Technology
Service
Choose and test from 125+ data partners
Segments via CPM or data licensing for non-targeting use cases.
All partners are vetted and privacy-compliant
Refresh data as required
All data is tied to IdentityLink for the greatest possible person-based scale and accuracy
Data experts are always available for any guidance
The Data Store is open 24 hours a day

17. We support data users at every phase of adoption
And can help as you deploy more advanced use cases
BASIC ADVANCED
Buy syndicated 3rd party data for targeting
Source custom segments
Use 3rd party data for measurement and/or modeling
Use 3rd party data for advanced analytics
Combining 1st and 3rd party data for customer insights
SEGMENTS (CPM, CPC)
LICENSING (FLAT FEE)

18. All the segment data you’re familiar with for targeting
Covering All Industries
Encompassing All Categories
Auto
CPG
Travel
Electronics
Opinion
Purchase
Retail
Telecom
Political
Media
In-Market
Location
Demographic
Health
Real Estate
Education
Financial
Online Behavior
B2B

19. Custom Data Segments at your fingertips
For greater efficiency and maximum impact, let the Data Store help you work with the right data providers to create custom data sets that are tailored exactly to your goals and audience.
Customize factors such as:
Location
Demographics
Scale
Time-period
SELECT PROVIDERS
10X
Custom segments can see up to 10X greater scale and efficiency than syndicated segments, while being priced competitively.