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Criteo integrates LiveRamp’s IdentityLink into its Commerce Ecosy…

LiveRamp's IdentityLink visualization

LiveRamp’s IdentityLink visualization

Criteo began as a remarketing platform, sending you an ad about red sneakers as you visited various sites, after you had looked at a product page for red sneakers at one retailer’s site.

In August, Criteo announced its Commerce Marketing Ecosystem, a network of retailers, brands and publishers that shares data on visitors’ interests and purchases across their sites.

For instance, a website in the Ecosystem might show you an ad for blue sneakers from its store because of shared data showing that you’ve looked at blue sneakers more than red ones. The Ecosystem is one of several efforts by retailers and publishers to band together in order to compete with the huge platform advantages carried by Facebook, Amazon and Google.

Criteo has now announced a partnership with data platform LiveRamp, expanding on the companies’ multi-year relationship. Now, LiveRamp’s IdentityLink will be integrated with Criteo’s Commerce Marketing Ecosystem so that offline (that is, real-world) purchases can be factored into what is shown to a given visitor.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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