According to Kodish, DigitasLBi could look at a consumer’s time spent with one home goods retailer vs. another, or the search traffic he or she generates toward each website. It can then compare that to comScore census data or look outside the range of just that transaction.
When DigitasLBi started building out IDIOM in January 2015, it initially partnered with Acxiom to use its Audience Operating System. But DigitasLBi decided that LiveRamp, which Acxiom acquired in May 2014, had core matching capabilities that were better suited to lead the partnership.
DigitasLBi clients with existing LiveRamp integrations can instantly plug into the platform. IDIOM, however, can also integrate with other data connectivity platforms like Experian or Acxiom directly.
“We don’t have to [use LiveRamp], but it makes it more consistent,” Kodish said.
The partnership is unusual for LiveRamp, which typically goes direct-to-client. While it has some agency partnerships, it usually doesn’t integrate with an agency-built tech product.
Most of LiveRamp’s agency relationships involve the agency reselling its onboarding products to clients. But if agencies continue to build out products like IDIOM, Arra predicts the opportunity to work with them will grow.