Sale Of Marketing Platform LiveRamp Has Industry Buzzing
A looming European privacy regulation has the marketing world scrambling. The General Data Protection Regulation (or GDPR) is the source of the flurry of activity. Advertisers, publishers, data firms, and tech companies are preparing for a fundamental change. This means a flurry of partnerships and marketing tech acquisitions. Among them, Acxiom, which is shopping LiveRamp, a data migration firm acquired four years ago. LiveRamp helps big companies move around databases in a safe, privacy-respectful manner. The tech serves as a go-between between ad-tech companies and personal users. "[LiveRamp is] basically a monopoly. It's the best in business.
It's a very valuable asset." Theoretical buyers could include "marketing cloud" giants like Adobe, Salesforce, IBM, or Oracle..