Liquid Death Ends LiveRamp Identity Graph Use, Seeks Alternative Over Data Concerns
TLDR
Liquid Death stopped using LiveRamp's identity graph in early August and is looking for an alternative, citing concerns about its customer data after Publicis Groupe's planned acquisition of LiveRamp.
Liquid Death stopped using LiveRamp's identity graph in early August after about 18 months of use, weeks after Publicis Groupe's plan to acquire LiveRamp became public, and its chief media officer Benoit Vatere is now seeking a replacement. As Digiday reports, Vatere said he does not want LiveRamp to have access to the valuable customer information it could use to help rivals gain market share.
How we got here: earlier coverage
On November 2, Publicis closed its $2.2 billion acquisition of LiveRamp, whose RampID identifier is used by brands, publishers, and rival agencies. On November 3, Liquid Death's chief media and digital commerce officer, Benoit Vatere, said other marketers should be concerned about a holding company owning their data. By November 4, marketers were reconsidering their reliance on LiveRamp's identity tools. Now, Liquid Death has stopped using LiveRamp's identity graph, which it did in early August, and is looking for an alternative, with concerns about its customer data tied to Publicis Groupe's planned acquisition of LiveRamp.
Summary of earlier coverage
- Nov 4Publicis Closes $2.2 Billion LiveRamp Acquisition, Raising Identity Neutrality Questions
Publicis Groupe's $2.2 billion acquisition of LiveRamp closed on Monday, Nov. 2, prompting marketers to reconsider their reliance on LiveRamp's identity tools.
- Oct 21Publicis to Operate LiveRamp Under Five-Year FTC Oversight Following $2.2 Billion Acquisition
Publicis is permitted to complete its $2.2B LiveRamp acquisition under five-year FTC oversight requiring SOC-2 audits and neutral client access.
- Oct 20FTC Consent Order Requires Publicis to Preserve LiveRamp's Neutral Platform Access
The FTC is requiring Publicis to maintain nondiscriminatory access to LiveRamp and implement firewalls to preserve the platform's neutrality after acquisition.
- Oct 1LiveRamp expands OpenAI partnership to enable first-party data targeting in ChatGPT Ads
LiveRamp is integrating its RampID first-party audience data with ChatGPT Ads to give advertisers enhanced targeting and bidding capabilities.