Advertising & Promotion, Display & Programmatic Advertising

LiveRamp Comes to Bing Ads with its Search Targeting


Liveramp offered a people-based search targeting through Google about a year ago, now it is providing a similar kind of service for the Bing Search Engine.

About a year past, LiveRamp, a data onboarding and identity supplier declared a brand new people-based search targeting service for IdentityLink.

The first attempt for this service was planned for Google’s Customer Match. IdentityLink is its people-based identity resolution service.

With Google’s customer match, a brand will now target customers with ads in Google Search results. A Honda dealer in Boston, for example, will target previous and current customers for a purchase at its dealership when any particular user searches for, say, “Honda CRV.”

The service will upload the email addresses, phone numbers or addresses of its customers, and Google can attempt to match it to data users’ Google account data. It would even have alternative corresponding email addresses for an identical person, since non-Google email addresses are generally used on Google properties, like YouTube.

Since many of us stay logged into their account on a Google property while searching, Google will establish those individuals for the Honda dealer, therefore the dealership’s ad will be targeted throughout that search to that person’s history. LiveRamp’s IdentityLink options an extensive correlation of various data sets for an identical person, together with online and offline attributes and behavior.

This week, LiveRamp is applying a similar service to Bing Search Ads.

To match up a relevant ad, Bing first looks at the search query, an inquiry for, say, “hiking trails” could lead to links to hiking trails, with accompanying search ads that embrace ones for hiking boots.

But suppose, somebody is logged into a Microsoft, Yahoo or AOL account, LiveRamps’s IdentityLink makes a match between the email address together with various other attributes on Bing, as we know they use Bing as primary search engine, like the very fact that this person bought a pair of hiking boots in a very physical store a month ago.

If the person is still logged in any of the Microsoft, AOL or Yahoo account, the match will be made between a cookie in the IdentityLink profile and a cookie on the user’s device.

So, whereas the ad targeting is first created against the question, it would next be created against that person’s history. during this case, since the person looking out “hiking trails” bought some hiking boots recently, the concomitant ad for this person sorting out “hiking trails” typically feature, say, hiking poles rather than boots.

LiveRamp CMO Jeff Smith told me that IdentityLink generally has three or four email addresses for each person’s profile, additionally to matching offline data like purchases in an exceedingly physical store.

He aforesaid advertisers typically realize that as several as a quarter of their targeted customers will be matched with their profiles on IdentityLink. whereas other data suppliers will equally supply matching profiles to the cookies or email addresses of Bing searchers, he said, IdentityLink’s distinction “is the strength of our identity graph.”

It’s “more probably we all know one thing regarding you, and more probably we’ve got an identifier for you,” he said.

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