LiveIntent Has Big Plans for Journey-Based Advertising

LiveIntent Has Big Plans for Journey-Based AdvertisingThe team at LiveIntent tells MMW that they are integrating with the Salesforce Marketing Cloud Active Audiences platform.

The result? This move enables journey-based advertising at scale and empowers companies to align advertising, sales, service and marketing “in a whole new way.”

With Active Audiences and LiveIntent, marketers can orchestrate personal advertising campaigns as part of every touchpoint along the customer journey. The partnership will allow Salesforce Marketing Cloud customers to leverage the LiveIntent platform for people-based marketing campaigns in email.

If you’re not familiar, Active Audiences is billed as the industry’s first journey-based advertising platform.

“Our platform has been able to market to people, not pixels, since its earliest days. By integrating with Active Audiences, we are able to empower Salesforce Marketing Cloud customers to utilize their first party data in a way that was not possible, until now,” says LiveIntent Founder and CEO Matt Keiser. “In a world of fragmented attention where brands understand the importance of reaching users cross-device and cross-channel, this partnership with Salesforce puts us on the bleeding edge of marketing platforms.”