1. LiveRamp Data Onboarding

2. Agenda 1 2 3 LiveRamp Overview Data Onboarding Overview
Data Onboarding Use Cases

3. LiveRamp Overview

4. The Challenge in Resolving Identity
Device ID
4500d
Cookie ID 5699zk7fb42
Cookie ID 9O582Lk3
Cookie ID 4978d8lk
Cookie ID: 89f73kpn
Cookie ID 48y9lk76
Cookie ID
IDFA
Jayden Smith
Alex Taylor
Jayden K. Smith
143A 55th
New York, NY
JK Smith
(650)
J. Smith
55 Post
San Francisco
(650)
Jay Smith
10 Main St
Arkansas

5. Identity Resolution
IdentityLink: Xj5m9b

6. How does LiveRamp’s graph work?
Liz S. Wilson
20 Stag Dr
Chicago, IL
E. S. Jones
10 Main St
Plano, TX
E. S. Wilson
20 Longhorn Ave
Chicago, IL
Secure,
one-way
de-identification
IdentityLink
XY1011abc
ABILITEC ID
abc12345
Liz Jones
123 Sunrise Ave
Plano, TX
Ph:
Elizabeth Jones
Cell Phone:
Elizabeth Wilson
20 Longhorn Ave
OFFLINE IDENTITY
OMNICHANNEL ID

7. IdentityLink Enables Brands to Deliver on People-Based Marketing
Targeting
Measurement
Personalization
Data Strategy
With IdentityLink, use people-based targeting strategies to increase the effectiveness, efficiency and reach of your marketing campaigns
With IdentityLink and people-based measurement, identify actionable new insights and increase the accuracy of your measurement/analytics
Use IdentityLink to send customer data to content optimization platforms for real time personalization to increase relevancy and achieve higher sales conversions
With IdentityLink, leverage our data store for augmenting your 1st party data with 2nd or 3rd party people-based data to improve measurement, targeting or personalization

8. Why work with LiveRamp? Scale & Accuracy Focus Security & Data Ethics
Flexibility
Largest addressable deterministic identity graph for the open web
Highest accuracy and match rates in industry for online recognition and deterministic matching
100% focused on SaaS-based cross–channel identity resolution
Accuracy and scale of our identity graph is being constantly improved
Data is anonymized to protect consumer privacy within a LiveRamp Safe Haven®
Secure, safe and segmented environment for processing of data
Secure data transfer with SOC2 certification
Controls governing responsible use with a dedicated security and privacy team
Integrations with more than marketing applications, publishers and data providers
Advertising ID Consortium for people-based programmatic advertising

9. Data Onboarding

10. What is Data Onboarding?
CRM Data
Phone
Name
Postal
Your customer
Offline
Online
Identified Data

11. How Onboarding Works in More Detail
Send PII-based offline customer data sets to LiveRamp
LiveRamp anonymizes the PII data and matches to an IdentityLink, LiveRamp's anonymous, people-based ID
Via LiveRamp’s Match Network, matched IdentityLinks are translated to partner-specific cookies, mobile IDs, and/or IdentityLinks
LiveRamp sends online data to 550+ platform partners for online activation 1 2 3 4
CRM Data
Transaction Data
3rd Party Data
Offline
Online
Destinations
IDL123
Measurement
Programmatic
Search
Mobile
Offline
Online
Online
Display
Video
Match Network
Social
Advanced TV
LiveRamp’s Match Network leverages partnerships with websites and mobile apps to deterministically match IdentityLinks to online identifiers.
Affiliates

12. Data Onboarding Use Cases

13. Targeting Overview
Make people-based marketing part of your targeting strategies to ensure you’re targeting people - not just cookies and devices
Most Common Use Cases:
Activate Offline Audiences Digitally
Audience Suppression
Omnichannel Marketing

14. Targeting - Activate Offline Audiences Digitally
BENEFITS WITH LIVERAMP:
With IdentityLink, activate people-based offline customer records to target them via digital channels (i.e. Facebook, Google, addressable TV, mobile, social, etc.)
Increase revenue and campaign ROI by targeting offline customers digitally vs. direct mail or phone
Expand marketing reach by activating offline audiences
Deliver a customer centric experience with consistent messaging across devices/channels
WHAT YOU CAN DO
Target catalog subscribers without addresses via a digital campaign (e.g.. Social and addressable TV)
Target lapsed customers with in-store coupons via digital channels (e.g. social, mobile)
Target brick and mortar retail customers with digital promotions (e.g. addressable TV, mobile)

15. Targeting - Audience Suppression
BENEFITS WITH LIVERAMP:
With IdentityLink, remove select people-based audience segments from online marketing campaigns (i.e. Search, Display, Social, YouTube, etc.)
Increase campaign ROI and sales conversion rates by creating people based suppression files
Target audiences more likely to convert by excluding lower responders
Create a better experience by ensuring customers don’t receive ads for products they just purchased
WHAT YOU CAN DO
Suppress high risk prospects from insurance display advertising campaign
Remove customers who made a recent in-store purchase from online or offline campaigns
Suppress a household for campaigns advertising a recently purchased household item

16. Targeting - Omnichannel Marketing
BENEFITS WITH LIVERAMP:
With IdentityLink, reach the same user across multiple devices (e.g. smart TVs, desktop, laptop and phone, etc.) and channels with consistent messaging and creative
Increase revenue and ROI with an omnichannel people-based marketing campaign
Create a people-based customer centric experience
Deliver consistent messaging and creative across all channels and devices
WHAT YOU CAN DO
Upsell online shoppers by subsequently retargeting them with an online ad across devices
Target customers who received direct mail with the same promotion through addressable TV and display advertising on mobile and desktop
Target other destinations your existing customers are visiting to support a new product launch (e.g. Search, Social, TV, etc.)

17. Thank You