Trusted Third-Parties Now Able to Score Data for Accuracy, Delivering Greater Quality, Transparency and Control to Benefit Both Consumers and Marketers
LiveRamp®, an Acxiom® company and leading provider of omnichannel identity resolution, today announced a first-of-its-kind data scoring initiative that advances ethical data use and increases the accessibility of audience validation for data buyers in the IdentityLinkTM Data Store. Historically, the primary way to understand or interpret data accuracy has been through post-campaign verification of a limited set of attributes (e.g., age, gender).
Lucid, the first partner in this program will provide LiveRamp IdenityLink customers with a new audience measurement capability, Lucid Data Score. This proprietary capability empowers marketers to validate their data and make more educated decisions in data-buying.
Partnership Will Ensure Accountable Scoring Practices That Benefit Both Consumers and Marketers
The data scoring integration between LiveRamp and Lucid is built on IdentityLink, LiveRamp’s identity resolution service, and allows data providers to match their data deterministically to Lucid’s platform for scoring. Scoring is available to data providers listed in the IdentityLink Data Store, a marketplace that makes it easy to monetize data across 200+ platforms and publishers.
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Never before have data buyers been able to leverage neutral, third-parties to assess data quality prior to purchase for all data types. With a stringent emphasis on responsible data conduct, the partnership will ensure accountable scoring practices that benefit both consumers and marketers.
In partnering with Lucid, LiveRamp customers can compare data from Lucid’s marketplace, which offers access to millions of survey respondents. This partnership provides more information on the quality of data segments in LiveRamp’s IdentityLink Data Store, increasing transparency and preservation of ethically-sourced data.
“We place the utmost importance on consumer security, and firmly believe that data must be ethically sourced in a privacy-conscious manner,” said Luke McGuinness, GM of Data Store at LiveRamp.
Luke added, “By encouraging and supporting greater clarity and accuracy across data sets, we aim to elevate ethical data, enabling marketers to deliver the most relevant and efficient advertising experiences to consumers. We’ve focused on providing a solution that upholds our strict policies on consumer consent and privacy, while better educating data buyers on purchasing decisions.”
Luke also said, “A number of industry organizations are publicly addressing the topic of data quality. It’s not a small issue. On the contrary, it’s something that every industry stakeholder has identified as a critical issue. In fact, the majority (62 percent) of marketers believe improving marketing data quality is the most important objective of a successful marketing data strategy. We are heavily involved in these industry initiatives and look forward to partnering with them to incorporate a standardized format into our scoring as soon as it’s available.”
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“As a participant in DMA’s Council for Data Integrity, LiveRamp has demonstrated a commitment to driving improved customer experiences through data quality and transparency,” said Tom Benton, Data & Marketing Association CEO.
Tom added, “Marketers and agencies need a clear and standard understanding of the source and composition of data they are using. Transparency enables greater relevance and value to the consumer, with elevated integrity and responsibility.”
“Lucid is a leading survey marketplace for buyers and sellers of sample data and insights, collected from millions of real people through surveys and cross-media measurement. With this infrastructure in place, we are uniquely positioned to help power LiveRamp’s IdentityLink Data Store’s data scoring efforts,” said Ted McConnell, senior vice president, business development at Lucid.
Ted added, “We are excited to be first-to-market with a solution that puts a premium on data quality. We have the opportunity to restore confidence to marketers, in a time where data quality, transparency, and accuracy are more important than ever.”
“Programmatic is all about putting assumptions and biases to the test. We’re excited that Lucid and LiveRamp are working together to bring a much-needed layer of validation to the data marketplace,” said Adam Heimlich, Senior Vice President, Horizon Media.
This initiative furthers LiveRamp’s ongoing commitment to ethical data practices by helping trusted data providers connect with an ecosystem of validation partners to provide improved consumer experiences across channels.
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