The partnership allows for Freckle’s unique 1st party segments to now be available to advertisers via LiveRamp’s highly distributed platform.
Freckle IoT, a first-party data company and Global leader in offline in store attribution, today announced a partnership with LiveRamp™, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution. Freckle IoT will make its first-party custom segments available via LiveRamp’s IdentityLink ™ solution.
Freckle IoT operates an installed base of over 50 million mobile devices worldwide, providing deterministic, in-store location data which is captured directly from opted-in users’ mobile phones, in real time. This direct integration differentiates Freckle from location providers that primarily rely on probabilistic bid-stream data, which has lower accuracy.
Advertisers interested in custom individual in-store segments of the top 25 retailers from Freckle can access these segments from LiveRamp’s IdentityLink data store feature via many leading demand-side platforms (DSP’s) and other media platforms that they use today. Additional custom segments are prepared within 24 hours and distributed via IdentityLink to the media platform of choice.
“There has been an enormous increase in client demand for unique data sets. Freckle IoT’s ability to provide a deterministic in-store audience, at scale, is rare in today’s environment,” said LiveRamp Head of Data Partnerships, Luke McGuiness. “This level of accuracy and granularity enables our clients to get greater insight into their customers and to make smarter decisions with their targeting. This is at the core of what we are trying to provide at LiveRamp, and we are happy to partner with Freckle IoT on this initiative.”
“Providing LiveRamp customers with access to Freckle’s unique first-party in-store data allows clients to prove with 100% precision that a consumer has visited a specific location, something that up until now was challenging to do,” says Neil Sweeney, founder and CEO of Freckle IoT. “As the industry continues to look for unique data sources, having access to a source of first-party data that is decoupled from the sale of media is ultimately what advertisers want. We are excited to partner with LiveRamp to move the industry closer to this inevitable goal.”