In case there was any doubt, LiveRamp is poised to become a completely integrated part of AOS. While Acxiom splits LiveRamp and AOS revenues and client growth, it will combine them going forward. And over the next 18 months, Acxiom will migrate clients onto a new product that includes “the best features of LiveRamp and AOS.”
The benefits of this combined product, Howe said, include faster service-level agreements (SLAs) around data ingestion and distribution, greater process automation, more self-serve functionality, improved digital reach, and more use cases as tech partners built apps for the platform.
So far, a team of AOS and LiveRamp employees have identified the features they want to combine into a cohesive product, and have outlined an integration plan through the end of Acxiom’s next fiscal year.
This integration is still a work in progress, though it’s given AOS some enhanced capabilities. For instance, AOS can now recognize 120 million individuals across 350 million devices, Howe said. Still, he wanted to keep expectations around AOS and LiveRamp “appropriately bounded.”
For instance, because it’s still early days for an integrated AOS-LiveRamp product impressive client growth rates are predicated off of a small base. And Acxiom is still figuring out how to scale the product as it signs on new businesses. If all goes well, a joint AOS-LiveRamp product should drive clients to use Acxiom’s third-party data.
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