LiveRamp plots expansion with launch of B2B division

LiveRamp, the company which rebranded from Acxiom Holdings following the sale of its marketing services business to IPG, is expanding its identity resolution platform into the business-to-business sector.
The company claims its IdentityLink solution will provide marketers with the opportunity to activate their first-party data and access their third-party audiences globally, as well as measure the impact of their marketing initiatives in a seamless and privacy-conscious way.
Available in the more than 150 markets where LiveRamp operates, the company claims IdentityLink gathers more than 7 billion records per minute and connects to more than 550 destinations.
T-Mobile has already been using the new service. Director of B2B marketing Gavin Warrener said: “As a longtime B2C customer of LiveRamp, we know the value identity resolution brings to reaching the customer at the right time in the right channel. Now, we’re able to leverage LiveRamp B2B to better reach and understand our B2B customers in new ways, harnessing accurate identity at the professional and account level.”
LiveRamp B2B chief operating officer Pieter De Temmerman added: “B2B marketers have historically lacked solutions that enable them to unlock the value of their first-party data and leverage third-party data to power their marketing initiatives, including account based marketing, and measure the results of their marketing spend.
“By providing a global enterprise suite of B2B marketing solutions, LiveRamp B2B now enables omnichannel B2B onboarding, marketing, and analytics in a way that enables B2B marketers to see measurable marketing results.”