Impact Radius, a digital advertising software-as-a-service platform, and LiveRamp on Tuesday announced a partnership in which the two will integrate client engagement data, sharing customer insights between platforms in a “privacy-compliant manner."
Through data insights, marketers can better understand how their campaign are faring, what media mix is most appropriate for which audience, and gain access to audiences' personal characteristics that can inform campaign creative.
“This partnership will play an important role in helping marketers measure the impact of campaigns designed to engage high-value audiences with compelling content, and develop a unified customer view across digital channels, including affiliate,” stated Jeff Smith, LiveRamp CMO.
Over the past 12 months, Impact Radius secured $30 million in funding from Silversmith Capital Partners, opened offices in Sydney, Australia and expanded its operations in New York with a new Park Avenue office. Impact also acquired ad-fraud-prevention platform Forensiq.