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Vistar Media and LiveRamp Partner for First-Party Data Targeting in Digital Out-of-Home



Kerry Coppinger

Vistar Media, a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns, and LiveRamp®, an Acxiom® company and leading provider of omnichannel identity resolution, today announced a partnership that provides marketers with highly granular and scalable audience targeting capabilities for digital out-of-home (DOOH) media. This partnership will provide consumers with a more complete and useful digital brand experience that enhances engagement and discovery.

Vistar and LiveRamp have partnered to support first-party audience targeting, enabling marketers to extend the same audiences they target online and in mobile to the offline world, through DOOH media. Through IdentityLink™, Vistar is able to create an affinity map of a marketer’s first-party audience’s real-world movement patterns, using Vistar’s unique geotemporal technology platform. Vistar can then activate OOH media based on those movement patterns to maximize a brand’s message and keep it top-of-mind when it matters most. Retail brand REI is an early brand adopter of the solution, leveraging the unique targeting capabilities to engage online audience segments through OOH.

“Seamless first-party data targeting moves digital out-of-home a huge step forward toward being fully integrated into omnichannel strategies,” said Garrett Dale, SVP of Optimization & Innovation at Kepler, one of the first agencies to utilize the partnership. “Easily activating these audiences across additional channels gives us the ability to comprehensively reach target audiences with precision, scale and impact.”

“Marketers seek to engage customers throughout their journey, and the capabilities of this partnership with Vistar address what has been a major gap,” said Paul Turner, LiveRamp vice president of platforms. “Bringing the benefits of identity resolution to out-of-home experiences with display, social, and other digital interactions is a significant advancement for marketers.”

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. 

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