Market Overview

LiveRamp Announces Data Scoring Initiative with First Partner Lucid, Empowering More Educated and Principled Data Buying Decisions


Trusted Third Parties Now Able to Score Data for Accuracy, Delivering
Greater Quality, Transparency and Control to Benefit Both Consumers and

an Acxiom®
company (NASDAQ:ACXM) 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
IdentityLink™ 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). 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.

Lucid, the first partner in this program, will provide LiveRamp
IdentityLink customers with a new audience measurement capability,
empowering marketers to make more educated decisions in data-buying. 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 by leveraging the capabilities of
Lucid's Data Score solution.

"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," said
Luke McGuinness, GM of Data Store at LiveRamp. "We've focused on
providing a solution that upholds our strict policies on consumer
consent and privacy, while better educating data buyers on purchasing

McGuinness added, "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
) 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."

"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. "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."

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

"Lucid is a leading 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. "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.

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. Those interested in learning
more about LiveRamp Data Scoring may visit here.

About LiveRamp

LiveRamp offers brands and the companies they work with identity
resolution that is integrated throughout the digital ecosystem, and
provides the foundation for omnichannel marketing. IdentityLink
transforms the technology platforms used by our clients into
people-based marketing channels that improve the relevancy of marketing,
and ultimately allow consumers to better connect with the brands and
products they love. LiveRamp is an Acxiom company (NASDAQ:ACXM),
delivering privacy-safe solutions to market and honoring the best
practices of leading associations including the Digital Advertising
Alliance's (DAA) ICON and App Choices programs. For more information,

About Lucid

Lucid is the Human Answers platform – connecting buyers, sellers and
users of the survey sample. Lucid's programmatic marketplace answers
millions of survey questions a day in over 90 countries. The result is
cost-effective, data-driven insights – in real time. Lucid allows
businesses to ask consumer questions, monetize their online communities
and measure the effectiveness of their targeted advertising. Lucid is
headquartered in New Orleans with offices in London, New York and

View Comments and Join the Discussion!