LiveRamp has launched its global data marketplace – IdentityLink Data Store – in Australia today, providing a platform for organisations to monetise their data.
Australia and Japan are the first two markets to go live with the new feature, which enables the ethical use of information for both data sellers and buyers in a privacy-conscious environment, the company said.
The feature launch, which is an update to an existing product, comes after the business rebranded from Acxiom to LiveRamp last week, following the sale of Acxiom Marketing Solutions (AMS) to the Interpublic Group (IPG) for $2.3 billion.
“Australia boasts a sophisticated advertising market and is maturing very quickly towards people-based marketing. The launch aims to meet the demand we’re seeing from marketers who require identity-based data in the right place and as quickly as possible,” said Dean Capobianco, Managing Director, Asia Pacific Emerging Markets, LiveRamp.
The platform offers marketers a wide range of ethically-sourced and privacy-compliant transactional data as well as in-market, behavioural, geolocation and demographic information, LiveRamp said.
Additionally, marketers will be able to access more than 3,500 digital audience segments across a large range of industry verticals broadening their target audience horizon.
Instead of data buyers needing to sign contracts with every data seller they engage with, the platform provides access to 180 data providers globally within a single contract.
The company says it has a strict policy around data privacy to ensure any information being used is sourced ethically. All data partners are thoroughly vetted and must be privacy-compliant before becoming a certified partner. Data is also refreshed in the store every one to three months to ensure all data sets are up to date and information is being used for the correct purpose.
Marketers can access the store for free – charges are only applied if marketers use the data – and the cost is set by the data provider.
The company explained, “All of our destination partners report the monthly usage of the data to LiveRamp, and charge the data buyer accordingly. For example, if a data segment is used by an advertiser to run a campaign across Google, Google will report the use of that segment by the advertiser to LiveRamp, and charge the advertiser for the use of that segment across their network.”