In the months since Publicis Groupe announced its $2.2 billion deal to acquire LiveRamp, CMOs have been considering a crucial question: should I stay, or should I go? That deal closed this week (Monday Nov. 2), bringing the decision to the top of many marketers’ to-do lists.
To recap, clients and their agencies use LiveRamp to onboard their first party data and match it against a large dataset of audience profiles for media targeting and measurement. LiveRamp’s alternative ID solution, RampID, is one of the most commonly used by the market.
But the company’s acquisition by Publicis has prompted questions about the neutrality of this critical digital media infrastructure — and has brought older arguments over the usage of identity solutions back to the fore.
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