Acxiom company LiveRamp, a provider of omnichannel identity tools, said it’s completed the acquisition of Arbor and Circulate, two firms that aim to help publishers connect so-called “people-based data” to the marketing ecosystem. The financial terms were not disclosed.
LiveRamp said the acquisitions will increase the scale of LiveRamp’s omnichannel identity graph and network, enabling marketers to expand their “people-based marketing” beyond Google and Facebook while allowing publishers to better support marketers’ initiatives. While many marketers rely on the services Google and Facebook offer, they also want to expand their targeted marketing strategies to additional publishers and channels.
The acquisitions double LiveRamp’s publisher partnerships to more than 450, bringing mobile-first technology, international reach, and specialized talent to LiveRamp. The Arbor and Circulate teams will lead the strategy for LiveRamp’s IdentityLink for Publishers product.
“These acquisitions both increase our deterministic reach and give us the ability to help all publishers tap into people-based marketing budgets,” stated Travis May, LiveRamp's president and general manager.