LiveRamp, an Acxiom company and leading provider of omnichannel identity resolution, and Criteo, the commerce marketing technology company, announced a collaboration between the two companies.
Criteo and LiveRamp will work in tandem to integrate LiveRamp into Criteo’s Commerce Marketing Ecosystem, a network of tens of thousands of retailers, brands, and publishers that enables collaboration and drives measured performance and profits for retailers and brands.
LiveRamp’s platform will enable Criteo to resolve data from offline sources to digital channels in a privacy-friendly manner to power omnichannel campaigns. Under the terms of the agreement, Criteo becomes one of the largest certified LiveRamp platform partners in the US, and the first certified platform partner in the UK and France.
Their solution, the largest independent deterministic identity graph, allows marketers to create an omnichannel view of the consumer, deterministically resolving first-, second-, and third-party data from offline and online sources to an anonymous identifier. This can then be activated within Criteo Commerce Marketing Ecosystem as part of its clients’ commerce marketing initiatives.
Connecting data from multiple channels allows marketers to better understand customers and prospects, leading to more relevant interactions with their brands. As a result of this collaboration, shoppers can more easily discover items to purchase that meet their unique needs.
Criteo Commerce Marketing Ecosystem is a network of tens of thousands of retailers, brands, and publishers, centred around integrated marketing technology, built for commerce and powered by machine learning. At the heart of Criteo Commerce Marketing Ecosystem is its machine learning engine which organises data and applies it to reach and inspire shoppers.
Over 12,000 commerce clients comprise Criteo’s global, shopper-focused, identity graph. With a massive pool of granular shopper data as a result of analysing over 1.2B monthly online shoppers and $550B in commerce sales, Criteo combines deep understanding of shopping activity with cross-device information to relevantly and effectively engage shoppers across browsers, devices, and apps.
“As the marketing ecosystem continues to standardise around our identity resolution technology, we’ve seen a massive leap forward in marketers’ ability to create relevant experiences for consumers on their technology platforms of choice,” said Richard Foster, UK Managing Director at LiveRamp. “Criteo’s ability to shed light on online shopping adds a great deal of value to the marketing equation – we’re excited to be working with them, and pleased that this partnership now brings certified platform partnerships to both the UK and France.”
“Criteo is dedicated to helping retailers and brands maximise their sales and profits while empowering them to connect shoppers to the things they need and love,” said Len Ostroff, Vice President of Global Business Partnerships, Criteo. “To this end, Criteo has been building, for the benefit of all participating commerce companies, the highest performing and open commerce marketing ecosystem. The addition of LiveRamp to Criteo’s Commerce Marketing Ecosystem supports our own technology, data and scale with a solution that provides an omnichannel view of the consumer for better campaign optimisation.”
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