LiveRamp Launches IdentityLink for B2B Marketers

Enterprise data and analytics provider LiveRamp has extended its IdentityLink omnichannel identity graph for the business-to-business market.

Last year, parent company Acxiom sold its Marketing Solutions business (AMS) to Interpublic Group (IPG) for $2.3bn; changed its name to that of the remaining division, LiveRamp; and went public on the New York Stock Exchange. The company then acquired B2B data marketplace Pacific Data Partners, in order to expand its IdentityLink solution.

The new LiveRamp B2B suite of solutions adds to its existing product for B2C marketers, which allots a unique ID to an individual to connect them across digital devices and the physical world. Users can activate their first-party data, access third-party audiences globally, and measure the impact of their marketing initiatives. Pieter De Temmerman (pictured), COO of LiveRamp B2B, says the launch 'enables omnichannel B2B onboarding, marketing, and analytics in a way that enables B2B marketers to see measurable marketing results'.

Web site: www.liveramp.com .