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Data aggregator Acxiom has announced its purchase of LiveRamp for $310 million in cash, Advertising Age reports. LiveRamp serves as a “data bridge” from offline data collection to the digital realm and has partnered with businesses in the past to enable website optimization and online behavioral targeting. “This is a big acquisition for us,” said Acxiom CEO Scott Howe. Businesses such as LiveRamp, similar to Datalogix, the report states, match offline data and connect it with travel registration data, dating and news sites or gaming system partners. Personal data is reportedly stripped from the information prior to its delivery to third-party advertisers, but even Howe suggested that LiveRamp has “got some clients who will probably be uncomfortable at first blush on hearing this announcement.”
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