August 4, 2015

SITO Mobile Partners with LiveRamp to Improve Mobile Ad Targeting

SITO Mobile, a mobile engagement platform provider, has partnered with LiveRamp, an Acxiom company and provider of data onboarding services. This partnership will allow marketers to use their CRM data within SITO's products to reach consumers with targeted ads.

LiveRamp provides matches of marketers' CRM data across devices, while SITO provides the technology to reach users through mobile targeting.

Marketers can now use LiveRamp to onboard their customer records tied to email addresses or postal addresses for the audiences they want to target. LiveRamp anonymizes and matches the data to mobile devices and creates a retargeting audience within SITO's platform. SITO can then complement these audiences with its own proprietary data, enabling marketers to retarget consumers that have previously interacted with their brands and prospect for new, look-alike audiences whose actions and content interests are similar to converted customers.

"Combining first-party CRM data with unique to mobile data, such as location and device ID, will enhance our audience targeting and reach," said Jerry Hug, CEO of SITO Mobile, in a statement. "This integration has already led to new revenue from current partners and will allow us to provide an offer that is in demand by many large auto and retail advertisers looking to interact with their current and lapsed customer base."
"Savvy marketers are investing more in mobile to keep pace with changing consumer habits," said Travis May, president and general manager of LiveRamp, in a statement. "We're excited to help SITO Mobile clients increase conversion rates for mobile campaigns by connecting their data in new ways."