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Cision and LiveRamp Partner to Leverage Identity in Earned MediaCHICAGO, March 6, 2017 /PRNewswire/ -- Cision and LiveRamp™, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution, today announced a partnership that fundamentally shifts the analytics, targeting, and attribution that communicators are able to apply to earned media and communications. By pairing LiveRamp's identity resolution service with the capabilities of the Cision Communications Cloud™, including the Cision ID, communications and marketing professionals will be able to identify the audiences that are digesting earned media, allowing them to analyze key audience insights such as consumer or business attributes, as well as key behavioral, sentiment, and intent data. This data will give organizations a clearer picture of the net measurable business impact of their earned media activities, while also allowing communicators to adapt strategies based on insights. Together, these capabilities help communicators deliver more relevant and higher quality experiences for audiences. LiveRamp's IdentityLink™ solution allows marketers to create an omnichannel view of the consumer, resolving first-, second-, and third-party data to a privacy-complaint identifier that can then be activated in the Cision platform as part of people-based marketing initiatives. "Earned media, including marketing communications and core PR, suffer from a lack of adequate measurement, as brands are unable to accurately capture who is viewing their content and their behaviors after they view it," said Cision CEO Kevin Akeroyd. "As a leader in influencer identification, relevant content distribution to those influencers, and measurement of the impact on their followers and consumers, Cision is committed to providing data-driven insigts to support communication strategies and properly attribute value to these mission-critical components of the marketing mix." "Brands invest tremendous resources, energy, and reputation on their earned media strategy. The ability to accurately engage and measure results is breakthrough," said Travis May, LiveRamp president and general manager. "We're delighted to see a company like Cision leveraging IdentityLink to solve this problem." Organizations using this functionality will be empowered to:
"Our partnership with LiveRamp allows us to extend audience identities from earned content to digital marketing platforms," Akeroyd continued. "In doing so, Cision clients will have more accurate tracking and targeting that they can use to coordinate across paid, owned and earned channels." Cision clients interested in more information on this functionality should contact their account representatives. To learn more about the Cision Communications Cloud™, click here. About Cision: About LiveRamp: Contact: Alyssa Niemiec for LiveRamp
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/cision-and-liveramp-partner-to-leverage-identity-in-earned-media-300418665.html SOURCE Cision |