LiveRamp announced Thursday that it will acquire the startups Arbor and Circulate for $140 million to bolster its people-based marketing goals.
Arbor, a data provider
for people-based marketing, and Circulate, a platform that helps monetize first-party app data, will be integrated into LiveRamp’s IdentityLink tool. With a focus on mobile, both Arbor and
Circulate will be fully integrated into IdentityLink in its next iteration, expected for release within five months.
The purchases add more than 200 publisher partnerships
to LiveRamp, which will now total over 450, and increases its international reach. Both the Arbor and Circulate teams will also join LiveRamp.
LiveRamp hopes the new
integrations will allow IdentityLink’s identity graph to rival the people-based targeting capabilities of a Facebook Custom Audiences or a Google Customer Match, across its publishing partners
and across devices.