IdentityLink Rolls Out Down Under

Acxiom company LiveRamp has launched its IdentityLink service in Australia.

LiveRamp was acquired by Acxiom four years ago for around $310m in cash, and has risen in prominence to become one of the parent company's two divisions, in a restructure. Described as an 'identity resolution service', IdentityLink makes use of first- and third-party data to give users a cross-media view of consumers, without compromising individuals' privacy, but allowing personalised communications targeted for each stage in a consumer journey. The service has only recently been extended to cover television.

Australia MD Esther Carlsen (pictured) comments: 'IdentityLink enables the execution of informed marketing practices across the digital ecosystem to help create an enhanced omnichannel customer experience, and ultimately deliver significant business value. In bringing IdentityLink to Australia, LiveRamp is driving the globalisation of people-based marketing, while adding another layer of marketing technology sophistication that is trusted by brands, agencies, publishers, platforms and data owners'.

Web site: www.liveramp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.