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BizReport : Advertising : September 04, 2014

Partnership to improve data leveraging

Data is increasingly important, not just to create online campaigns but to serve relevant ads to engaged consumers at the right time and in the right place. A new partnership in the online space should give brands and marketers better insight and analysis of data across channels to better target campaigns.

by Kristina Knight

Ensighten and LiveRamp are partnering for better data leveraging tactics. This week the two companies have announced a strategic partnership that will allow Ensighten Activate users to syndicate first party audience segments with LiveRamp's 100+ tech platforms.

"LiveRamp's unique data distribution capabilities enhance marketers' ability to activate their first-party data", said Scott Howe, CEO of Acxiom, parent company of LiveRamp. "This powerful partnership puts us all closer to deliver true 1:1 marketing at scale via personalized experiences across every digital touchpoint."

The partnership is one of the first to allow the breaking down of siloed data to create omni-channel, first party, customer segments.

"Digital marketers use dozens of siloed technologies in order to run, manage and optimize their campaigns," said Josh Manion, Ensighten founder and CEO. "This strategic partnership gives brands the ability to sync their on-site and off-site audience data in real-time across all the solutions they are currently leveraging. Marketers' most powerful data is their first-party data, and this partnership enables brands to make it actionable across all channels and devices."

Through the partnership brands can:

• Manage data distribution
• Use ad networks, retargeting and DMPs for targeting
• Optimize targeting across ad networks
• Analyze data sets across networks
• Gain insights into performance

Image via Shutterstock

Tags: advertising, advertising data, consumer data, Ensighten, LiveRamp, targeted advertising

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