Lucid Partners for Launch of New LiveRamp Service

LiveRamp has announced a 'first-of-its kind' data scoring initiative which it says advances ethical data use and makes audience validation more accessible within its IdentityLink Data Store. Programmatic sample platform Lucid is the first partner for the program.

LiveRamp says the new service replaces post-campaign verification of an audience on a basic set of attributes with up-front data quality assessment using neutral third parties. The partnership will place 'a stringent emphasis on responsible data conduct', with Lucid providing access to data from its marketplace of millions of survey respondents and its Data Score solution (www.luc.id/data-score ).

Luke McGuinness, GM of Data Store at LiveRamp, comments: 'We've focused on providing a solution that upholds our strict policies on consumer consent and privacy, while better educating data buyers on purchasing decisions. A number of industry organizations are publicly addressing the topic of data quality. It's not a small issue. On the contrary, it's something that every industry stakeholder has identified as a critical issue... We are heavily involved in these industry initiatives and look forward to partnering with them to incorporate a standardized format into our scoring as soon as it's available'.

Ted McConnell (pictured), SVP Business Development at Lucid comments: 'We are excited to be first-to-market with a solution that puts a premium on data quality. We have the opportunity to restore confidence to marketers, in a time where data quality, transparency and accuracy are more important than ever'.

LiveRamp is one of the two divisions of Acxiom, and is online at www.liveramp.com .