Acxiom, a data management platform (DMP), on Tuesday announced the launch of LiveRamp Connect, the company’s revamped data “on-boarding” solution that combines the best bits of Acxiom’s AOS (Audience Operating System) and LiveRamp’s Go ad tech connections.
The move comes nearly one year after Acxiom acquired LiveRamp for $310 million. At the time of the acquisition, Acxiom was integrated with about 30 marketing platform. The new “LiveRamp Connect” solution boasts integration with over 130 marketing platforms.
Marketers will be able to use LiveRamp Connect to “on-board” offline data to the digital realm, allowing them to use that data for targeting in programmatic exchanges. With marketers eager to use first-party data for targeting, any ability to merge disparate data sources figures to be met with open arms.
Last week, Acxiom announced it joined Facebook’s Marketing Partners Program, formerly the Facebook PMD Program, as a data provider. The inclusion makes Acxiom’s audience data and on-boarding capabilities in the U.S., France, Germany and the UK available to Facebook marketers.