Typically, this data has been saved in different formats, and all of it must be reformatted and restructured to make it compatible with the target software.
Part of the data onboarding process is anonymizing personally identifiable information to protect consumer privacy.
[6] The data onboarding industry consists of marketing technology companies like LiveRamp, FullContact, Semcasting, Datalogix (now part of Oracle Data Cloud),[7] Throtle, Acho Studio, Neustar, El Toro, Circulate, and TrueData, which develops onboarding services for marketers.
[8] Businesses use data onboarding companies to determine whether their ads were seen on digital platforms and if they were effective in driving sales.
[2] In 2013, Auren Hoffman, the founder of LiveRamp, estimated that one-third of Fortune 2000 marketers were onboarding data, with most of their clients being from the retail, travel, auto, telecommunications, financial services and publishing industries.