Agenda

1

2

3

4

5

What is People-Based Marketing &

Identity Resolution?

What is LiveRamp?

How does LiveRamp work?

What can you do with LiveRamp?

Q&A

Provide a consistent

omnichannel experience

across all consumer

touchpoints

Deliver data-driven

strategies that prove the

ROI of the media and

delivery more impactful

recommendations

Create a personalized

consumer experience

across all touchpoints

Drive business outcomes

while improving media

efficiencies

Agency Challenges TodayYour clients are transforming their businesses to be data-driven and customer centric

and expect you to help them achieve this transformation

Omnichannel

Experience

Measurable

Strategies

Personalized

Experience

Growth &

Efficiency

Source: IDC Whitepaper

44ZETTABYTES

2020

30B Devices

88bn

yearsof music

files

686bn 64GB

tablets

1.4bn

years of HD video

2025

80B Devices

8+ZETTABYTES

2016

11B Devices

250bn 32GB

Smartphones

175ZETTABYTES

Device Proliferation & Technology Leads to

Exponential Data Growth

CONNECTED DEVICES CONNECTED DEVICES CONNECTED DEVICES

Find me

Delight me

Know me

● More connected devices● More data● Higher consumer expectations● More technology platforms

Exponential Growth Continues

13

40%of consumers said they

have left a business’s

website… because they

were overwhelmed by too

many options when

trying to make a decision

of consumers more likely

to shop at a retailer in-

store or online that knows

their purchase history

65%of consumers more likely

to shop at a retailer in-

store or online that sends

them relevant and

personalized promotions

65%

By 2018, Gartner predicts organizations with fully functional online

personalization will outsell companies without it by 30%

Source: Accenture Interactive’s “Personalization Pulse Check 2016”

Personalization is the key to brand growth

Massive Channel Complexity

Innovation Has Resulted in Fragmentation

EMAILSEARCH

TELEVISION

RADIO

SOCIAL

VIDEO

PHONE

DISPLAY

DESKTOPTABLET

WEBSITE

Thousands of Vendors

Website

Data

Online

Transactions

Loyalty

Program Data

Brick & Mortar

Transactions

ADVERTISER DATA

LiveRamp IdentityLink Connects Marketing Technologies

15

AFFILIATES

DEMAND SIDE PLATFORMS

DATA MANAGEMENT PLATFORMS

PUBLISHERSMEASUREMENT PARTNERS

Device ID

4500d

Cookie ID 5699zk7fb42

Cookie ID 9O582Lk3

Cookie ID 4978d8lk

Cookie ID: 89f73kpn

Cookie ID

48y9lk76

Cookie ID

Cookie ID

Cookie IDCookie ID

Cookie ID

IDFA

4500d

The Challenge in Resolving Identity

Jayden Smith

Alex Taylor

Jayden K.

Smith

143A 55th

New York, NY

JK Smith

(650)

997-1111

J. Smith

55 Post

San Francisco

(650) 307-0000

Jay Smith

10 Main St

Arkansas

Identity Resolution

Device ID

4500d

Cookie ID 5699zk7fb42

Cookie ID 9O582Lk3

Cookie ID 4978d8lk

Cookie ID: 89f73kpn

Cookie ID

48y9lk76

Cookie ID

Cookie ID

Cookie IDCookie ID

Cookie ID

IDFA

4500d

Jayden Smith

Alex Taylor

Jayden K.

Smith

143A 55th

New York,

NY

JK

Smith

(650)

997-

1111

J. Smith

55 Post

San Francisco

(650) 307-0000

Jay Smith

10 Main St

Arkansas

IdentityLink:

Xj5m9b

18

Data Sources Destinations

TRANSACTION

DATA

CRM

DATA

3rd PARTY

DATA

DATA

MANAGEMENT

MEASUREMET

ATTRIBUTION

IdentityLink

IDENTITY

RESOLUTION

RESOLUTION &

ACTIVATION

DATA

ONBOARDING &

AMPLIFICATION

DATA

STEWARDSHIP &

SECURITY

OTHER 1st Part2nd PARTY

DATA

MEDIA PLATFORMS

SEARCH

VIDEO

MOBILE

How Does IdentityLink Work?

Largest Deterministic Graph

for the Open Internet

A Know Offline Identity

● 45+ years of consumer

contact data

● 150+ data sources

● 4.5+ billion name & postal

records

● 900+ million email

addresses

● 450+ million phone

numbers

E. S. Jones

10 Main St

Plano, TX

Liz S. Wilson

20 Stag Dr

Chicago, IL

E. S. Wilson

20 Longhorn Ave

Chicago, IL

Liz Jones

123 Sunrise Ave

Plano, TX

Ph: 555-1212

Elizabeth Jones

Cell Phone:

555-2323Elizabeth Wilson

20 Longhorn Avelizzy@homepc.com

ABILITEC IDabc12345

Identity Connects Data & Powers Omnichannel

Marketing

E. S. Jones

10 Main St

Plano, TX

Liz S. Wilson

20 Stag Dr

Chicago, IL

E. S. Wilson

20 Longhorn Ave

Chicago, IL

Liz Jones

123 Sunrise Ave

Plano, TX

Ph: 555-1212

Elizabeth Jones

Cell Phone:

555-2323Elizabeth Wilson

20 Longhorn Avelizzy@homepc.com

ABILITEC IDabc12345

Secure,

one-way

de-identification

OFFLINE IDENTITY OMNICHANNEL ID

IdentityLink

XY1011abc

Our Match Methodology

Our matches are at the

individual / household

level, not just ZIP or city

A match is only made

when a clear connection

is observed

We keep our graph fresh

by removing inactive

cookies/devices

We screen fake emails

for data cleanliness

We count all connected

devices as one match,

not one match per device

>95%accurate

Anonymous & Deterministic Online Identity

Grounded in Offline Graph

IdentityLink

XY1011abc

Deterministic matches tying

devices, cookies, or Customer IDs

to a known user touchpoint

LiveRamp looks for the the user

in Abilitec (offline graph) using a

one-way hash to maintain privacy

Any new matches are connected

to an existing IdentityLink which

strengthens match rate and

addressability

ABILITEC IDabc12345

VIDEO

SEARCH

MEASUREMENT

ADDRESSABLE

TV

PERSONALIZATION

DATA

PROVIDERS

MEDIA

PLATFORMS

DATA

MANAGEMENT

MOBILE

Activate data across

500+ Platforms with

LiveRamp IdentityLink

200M+Active US users

210M+Active US users

180M+Active US users

240M+Active US users

Scale Equivalent to the Largest Closed Ecosystems

LiveRamp maintains the scaled open equivalent to the largest closed ecosystems, but can

activate data across the entire ecosystem

A Holistic View of Consumer Journey

Awareness Consideration

Purchase

Upsell/Cross-sell Loyalty

Purchase

Anonymous

Site Visit

Intent

Call Center

Engagement

Email

Offer

Social

Engagement

Prospect

Digital Ad

(Prospecting)

Mobile Ad

(Prospecting)

Personalized

Site Visit

Social

Engagement

Personalized

Site Visit

Mobile Ad

(Retargeting)Addressable TV

(Prospecting)Digital Video

(Retargeting)

26

Integrating Offline

and Online

Customer

Touchpoints

Increasing New

Customer

Acquisition

Linking Cross-

Device / Cross

Channel Data

Delivering Best in

Class Customer

Centric

Experiences

Increase Accuracy

of Media

Attribution to

optimize

Media Mix

Measuring

Omnichannel

Campaigns

Increasing

Marketing ROI /

Efficiency

Building

Omnichannel

Customer

Journeys based on

Behavioral Data

Linking In-Store

Transactions with

Digital Media

Spend

Our Client’s Challenges

Our Client’s Challenges

Integrating

Offline and

Online Customer

Touchpoints

Increasing New

Customer

Acquisition

Linking Cross-

Device / Cross

Channel Data

Delivering Best in

Class Customer

Centric

Experiences

Increase

Accuracy of

Media Attribution

to optimize

Media Mix

Measuring

Omnichannel

Campaigns

Increasing

Marketing ROI /

Efficiency

Building

Omnichannel

Customer

Journeys based

on Behavioral

Data

Linking In-Store

Transactions

with Digital

Media Spend

LiveRamp Enabled Solutions

Use people-based targeting

strategies to increase the

effectiveness, efficiency and

reach of your marketing

campaigns

Identify actionable new

insights and increase the

accuracy of your

measurement and analytics

Send customer data to

content optimization

platforms for real time

personalization to increase

relevancy and achieve

higher sales conversions

Leverage our data store to

augment 1st party data with

2nd or 3rd party people-

based data to improve

measurement, targeting or

personalization

Targeting Measurment Personalization Data Strategy

IdentityLink Enables People-Based Marketing

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

• Data Append for Google Customer

Match

• Omnichannel Marketing

BENEFITSTargeting & ActivationEnsure you’re reaching the right consumer - not just cookies and

devices - at the right time with the right message

Activate your clients’

offline data to target

key audiences via

digital campaigns

Suppress specific

audience segments to

optimize ad spend and

ensure messaging is

relevant and meaningful

Increase Google and

Bing user lists by ~50%

to expand campaign

targeting and improve

efficiency

Increase revenue and campaign

ROAS by targeting offline

customers digitally

Increase ROAS and revenue

through expanded campaign

reach

Deliver a customer-centric

experience with consistent

messaging across devices and

channels

People-Based

Search

Audience

Suppression

Activate Offline

Audiences Digitally

BENEFITS

Power Your Tech StackAggregate data using IdentityLink to analyze data, derive insights, create

audiences and measure campaigns via a data lake

Combine client’s CRM

data, transaction data,

omnichannel ad

exposure data, website

visitation data, third

party behavioral data,

and more

Confidently tie together

1st, 2nd and 3rd party

data to create complete

segments of key

audiences

Accurately map the

customer journey to

inform your campaign

strategy and improve

performance

Provide your clients with greater

value through data driven

insights by augmenting their data

with third party data

Create high value audience

segments and easily activate via

LiveRamp

Measure campaign performance

based on a people-based

identifier

Measure cross-channel

reach & frequency

based on actual people,

not cookies or devices

Accurately link digital

media investment with

offline events such as

conversions or in-store

visits

Understand the true ROI of a

digital investment on offline /

in-store sales

Link outcomes to exposure at

the consumer level

Deliver improved campaign

recommendations through a

more holistic understanding of

past campaign performance

Measurement & InsightsMore accurately measure the impact of media investments and gain

better insights into the customer journey across multiple channels

and devices over time

Multi-Touch

Attribution

Closed Loop

Measurement

Audience

Analytics

BENEFITS

Allocate credit to the

messages, campaigns,

and channels that drive

the best conversions

and optimize campaigns

in-flight

3rd Party Data

Data Provider IDHas

Children

Home

Ownership

Household

Income

Yr20 81b0 410V cr5H Yes No <$100K

902N 2vFi 3pQ8 xN9w No Yes >$150K

30tY bN28 iUd1 2qVi Yes No <$50K

Transaction Data

Customer IDPurchase

DateChannel Total

09134787 1-15-2019 Online $96.15

56980011 2-3-2019 Online $335.57

98230163 3-27-2019 Phone $175.22

CRM Data

EmailLoyalty

StatusSegment

personA@yahoo.com Yes Business

personB@gmail.com No Luxury

personC@company.com Yes Economy

Site Visit Data

Cookie ID Time StampTime on

Site

# Pages

ViewedExit URL

01485933 2019-2-30 T 10:45 1.25 2 www.google.com/

71193082 2019-3-14 T 6:17 2.33 4 www.yahoo.com/

49250011 2019-3-17 T 14:39 1.75 1 www.bloomberg.co

m/

Ad Server Exposures

Device ID Campaign ID Creative ID Time Stamp

J74ir2p0 Summer 1 Beach5 2019-2-30 T 10:45

82rG31b3 Summer 5 Hammock3 2019-3-14 T 6:17

LW29vq3t Holiday 2WeeksLeft 2019-3-17 T 14:39

3rd Party Data

IdentityLinkHas

Children

Home

Ownership

Household

Income

XY1011abc Yes No <$100K

XY1012abc No Yes >$150K

XY1013abc Yes No <$50K

Transaction Data

IdentityLinkPurchase

DateChannel Total

XY1011abc 1-15-2019 Online $99.99

XY1012abc 2-3-2019 Online $198.98

XY1013abc 3-27-2019 Phone $99.99

CRM Data

IdentityLinkLoyalty

StatusSegment

XY1011abc Yes Business

XY1012abc No Luxury

XY1013abc Yes Economy

Site Visit Data

IdentityLink Time StampTime on

Site

# Pages

ViewedExit URL

XY1011abc 2019-2-30 T 10:45 1.25 2 www.google.com/

XY1012abc 2019-3-14 T 6:17 2.33 4 www.yahoo.com/

XY1013abc 2019-3-17 T 14:39 1.75 1 www.bloomberg.co

m/

Ad Server Exposures

IdentityLink Campaign ID Creative ID Time Stamp

XY1011abc Summer 1 Beach5 2019-2-30 T 10:45

XY1012abc Summer 5 Hammock3 2019-3-14 T 6:17

XY1013abc Holiday 2WeeksLeft 2019-3-17 T 14:39

Ad Server Exposures TV Viewership* Transaction Data Site Visit Data CRM Data

IdentityLink Campaign ID Creative IDTime

Stamp

Has

Children

Home

Ownership

Household

Income

Purchase

DateChannel Value

Time

Stamp

Time on

Site

# Pages

ViewedExit URL

Existing

CRM

Profile?

Loyalty Tier

XY1011abc Summer Sale Beach52019-2-

28 T 10:45Yes No <$100K 1-15-2019 Online $99.99

2019-2-28

T 10:451.25 2 www.google.com/

Yes High

XY1012abc Back to School Backpack22019-3-14

T 6:17No Yes >$150K 2-3-2019 Online $198.98

2019-3-14

T 6:172.33 4 www.yahoo.com/

No Low

XY1013abc Summer Sale PoolSplash22019-3-17

T 14:39Yes No <$50K 3-27-2019 Phone $99.99

2019-3-17 T

14:391.75 1 www.bloomberg.com/

Yes High

How IdentityLink allows you to connect disparate data sets for better insights & measurement

Identity Resolution in Practice

Data StrategyEasily source high-quality people-based data via the Data Store

Fill gaps in your client’s data

assets with trusted third-party

data

Access 180+ data providers

including providers approved

for social channels like

Facebook

Self-serve access available

24/7 in the Data Store

Buy syndicated

third-party data

for targeting

Source custom

segments

Use second- or

third-party data for

measurement

and/or modeling

Combine first-

and third-party

data for

predictive

analytics

Use third-party

data for advanced

analytics

SEGMENTS

(Variable CPM + % of media)

From our self-serve segment

discovery UI

SUBSCRIPTIONS

(Flat Fee)

Easy LiveRamp billing

BENEFITS

Sign a one-time Data

Store access agreement

and opt into the

consumer social

platforms of interest

Select and distribute

licensed third-party

audiences for campaign

targeting on the

platforms of choice

Leverage trusted third-party

data to more precisely target

audiences on social platforms

Providers are all thoroughly

vetted for privacy and include

sources

High quality data providers

include VISA, IRI, Dun &

Bradstreet, Alliant and more

Third Party Data for Social PlatformsLicense approved, privacy-compliant third-party audiences from

over 180+ data providers and activate them on Facebook, Twitter,

LinkedIn, Pinterest, and Snapchat to reach your target audience

Report Usage to

LiveRamp

Select & Activate

Audiences

Sign One-Time

Agreement

BENEFITS

Report usage monthly

to the LiveRamp Data

Store for billing (note:

Facebook reporting is

automated)

Target households on a

one-to-one basis via

set-top boxes

Increase reach again key

audiences consuming

OTT content via internet

connected TVs and

devices

Execute scalable omnichannel

strategies across TV and digital

Drive incremental reach against

key audiences that cannot be

reached via linear TV

Premium partners including

Viacom, Disney, Fox, NBCU,

Hulu, Roku, Samsung, Comcast,

AT&T and more

Advanced TV Capabilities Leverage data to reach your efficiently target audience across TV platforms

and create a comprehensive, consumer-first engagement strategy

Digital VideoConnected TVAddressable TV

BENEFITS

Unify your video

strategy across digital

video and TV inventory

Comprehensive, accurate

measurement that delivers more

efficient TV investment

Provides identity capabilities in

outcome based measurement

across the TV ecosystem

Combine fragmented TV data

with 1st or 3rd party data to

accurately tie TV investments to

business outcomes

BENEFITS

Introducing Data + Math

Leverage the viewings

behaviors of 25M+

households across

linear TV, Connected TV,

mobile and internet

enabled devices for full

coverage of your client’s

TV buys

Top TV Networks are

offering outcome based

guarantees to help drive

results that really

matter to your client’s

business such as sales,

in-store traffic or brand

engagement

Arm your clients with best-in-class TV metrics that provide true

campaign ROI and enable more timely investment optimization

Faster Reporting

for Better ROI

TV as Accountable

as Digital

Most Comprehensive

Data Set

Uncover insights such

as true reach and

frequency, lift analysis,

causal measurement,

and more to optimize

campaigns for greater

cost efficiencies

Scale Your Client’s Message Globally

● North America: US and

Canada

● LATAM: Brazil

● EMEA: UK, France, Belgium,

Germany, Ireland, Italy,

Spain, Netherlands

● APAC: Australia, New

Zealand, Japan, China, India,

Singapore (2020)

PRIVACY-COMPLIANT

GLOBAL SOLUTIONS

What sets LiveRamp apart?

Neutrality

We give you the freedom to work with

who you choose to without locking you into

a tech stack or media commitment. LiveRamp

focuses exclusively on providing the strongest,

universal person-based identifier.

Addressability

Identity expands beyond cookies and mobile

IDs. Our identity solutions help you connect

to 200M+ people with 95%+ accuracy across nearly every player in the marketing

ecosystem.

Scale

We connect to over 500 marketing

technology platforms and give you the

freedom to work with who you choose to

without locking you into a tech stack or media

commitment.

Industry-Leading Privacy

Protecting consumer privacy is part of our

company’s DNA. We are committed to helping

our clients put consumer privacy first

and comply with global privacy laws.

Q&A

LiveRamp is committed to unifying a highly fragmented ecosystem to drive the future of

programmatic

Unifying a Fragmented Ecosystem

Measure Campaigns with IDL

via Open Internet Measurement Initiative

Addressability on IdentityLink

Transact on IDL

via IDL for RTB

Identify Consumers

via Authenticated Traffic Solution

Offline Audiences

Delivers Significant

ROAS Increase for

a Leading Bank

People-Based Activation

People-Based Activation of Offline Audiences Delivers

Significant ROAS Increase

A leading bank was looking to expand

its direct mail and email campaigns to

reach customers online to increase

the efficiency of their marketing

programs.

Challenge

People-Based Activation

• The bank built a prospect file

using a proprietary model

• They partnered with LiveRamp to

activate the majority of that

audience after holding out a

control segment

• They than launched an online

advertising campaign (search and

display) that was in-market for

30 days

Solution

For people-based targeted segments

that were exposed vs. standard

segments:

• 150% increase in net new

checking accounts

• 40% increase in ROI based on

customer lifetime value

Results

Improves Reach

and Frequency

Efficiency

People-Based Measurement

People-Based Measurement Improves Reach

and Frequency Efficiency

AMC Networks needed to adapt to the

changing ways in which viewers

consumer video content and

advertising. Viewers today have

greater freedom and choice in where

to view across multiple platforms,

making targeting, messaging, and

promotion more challenging.

Challenge

People-Based Measurement

AMC Networks partnered with

LiveRamp to enable them to reach

audience segments across 200

different avenues of distribution,

taking advantage of LiveRamp’s

massive partner network to target

viewers where and when they were

watching.

Solution

As their own biggest advertiser, AMC

Networks needs to spend money wisely in

promoting their shows. A large proportion

of marketing campaigns run in digital and

social channels.

Working with LiveRamp has enabled AMC

Networks to:

• Monitor key performance indicators of

people-based reach and frequency

• Reach small niche segments much more

effectively

• Deduplicate reach across multiple channels

for increased efficiency

Results