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LIVERAMP TO SUPPLY OPT-IN FIRST-PARTY COOKIES

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LiveRamp (previously Acxiom) is looking to offer named user data by matching its immense anonymous data store to users if they opt-in.

As part of the login or signup process, the user is made aware that their info will be matched to LiveRamp’s massive IdentityLink database, which connects online data with offline data to create what the company describes as profiles of people, rather than simply trails of online browsing habits.

If the company can get significant uptake (which is certainly not guaranteed -Ed.) this could be an immensely powerful targeting mechanism for display ads.

 

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