xAd Partners with LiveRamp to Use First-Party Customer Data for Mobile Ads

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Integration Enables Brands to Use Their Own CRM Data to Target Mobile Audiences and Measure Impact on In-Store Sales

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xAd, the global location marketplace, today announced that it has completed a mobile data integration with LiveRamp, a data onboarder enabling brands to connect their customer databases to every marketing application. The integration will enable brands to leverage their own first-party CRM data for in-app targeting and retargeting, just in time for the holiday shopping season.

By overlaying brands’ anonymized CRM data on top of xAd’s reach of over 160 million unique mobile users a month (80 percent of US smartphone users), consumers can be targeted more intelligently and dynamically. This is achieved through custom segments determined by factors such as past purchase history, visitation frequency, real-time location and more, resulting in more relevant and impactful campaigns.

“The mobile ecosystem is rapidly evolving, and brands are just beginning to take full advantage of the power of first-party data,” said Auren Hoffman, CEO of LiveRamp. “We are excited to partner with xAd to make mobile advertising more effective and measurable.”

The unique targeting capabilities available through the partnership can give brands an important advantage during the competitive holiday shopping season, when an unusually high volume of consumers are on the lookout for seasonal deals. Through the combined offering, brands will be able to segment and target existing customers differently than non-customers. In the case of existing customers, campaigns can be geared towards driving repeat visitation or frequency by offering loyalty rewards or exclusive customer-only experiences. For new customers, campaigns can be solely focused on offering the best deals or discounts — a tactic highly effective in driving an immediate increase in traffic and sales, but not long term loyalty. Both tactics can significantly drive in-store traffic and sales during this critical sales period for retailers.

Through the LiveRamp integration, xAd will also offer tools that help marketers precisely measure this in-store traffic and sales lift by connecting ad impressions to offline purchase data.

“Just last year we provided marketers with a solution to measure the impact of their mobile ad spend on increasing foot traffic. This year, we brought the power of real-time foot traffic behavior to life, through a visualization platform we call Footprints™. With the LiveRamp partnership, we can finally close the loop by showing actual sales lift post a targeted mobile ad impression”, said Dipanshu Sharma, CEO at xAd. “xAd is committed to bringing measurement to mobile in order to allow marketers to make the most informed media mix decisions while understanding the true impact of effective mobile advertising this holiday season and beyond.”

About LiveRamp
LiveRamp connects data across more than 100 digital marketing applications. By onboarding customer data into the measurement, targeting, and personalization applications developed by our partners, we help leading brands eliminate data silos and run more efficient marketing programs. More information at http://www.liveramp.com.

About xAd
xAd is the global location marketplace bringing together buyers and sellers of ad targeting solutions focused on driving in-store traffic and sales. The company is uniquely focused on capturing in-store visitation behaviors for ad targeting, insights and measurement solutions. The first to visualize real-time foot traffic, xAd customers include 1.5 million advertisers - including direct brand relationships, agencies, ad networks and other demand side media companies. Connect with xAd at http://www.xad.com, Facebook, Twitter and LinkedIn.

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