LiveRamp has expanded its partnership with Adobe to offer Adobe Marketing Cloud clients the ability to execute seamless cross-channel marketing campaigns.
What does the expanded partnership mean? For starters, it allows Adobe Marketing Cloud clients to target the same audiences with relevant messages across a broader set of digital channels —mobile, desktop, and addressable TV.
“To meet rising expectations for seamless brand experiences, marketers need to be able to reach the same consumers with consistent messages on any channel and device,” said Travis May, President and General Manager of LiveRamp. “We’re excited to provide Adobe Marketing Cloud clients with a broader range of options for activating their valuable data in Adobe Audience Manager across the digital marketing ecosystem.”
Adobe has been a LiveRamp data connectivity partner for several years.
“This newly expanded partnership allows Adobe Audience Manager clients to benefit from a broader range of data distribution options, enabling seamless cross-channel campaign execution across an expanded set of digital channels,” an announcement provided to MAW reads. “Adobe Marketing Cloud clients can now easily onboard their data at the individual and household level, analyze cross-channel customer journeys, and extend digital audiences to new channels, such as addressable TV, for coordinated cross screen execution.”
The goal is to meet consumers across a growing multitude of devices and activities.
“Marketing with the consumer journey in mind is extremely important in today’s fragmented marketing ecosystem,” said Amit Ahuja, general manager of data management at Adobe. “Adobe Audience Manager empowers marketers to benefit from a more comprehensive view of their audience. As a preferred data connectivity partner, LiveRamp expands our ability to offer Adobe Audience Manager clients targeting of their consumers across any screen.”