LiveRamp introduced the next generation of /LiveRamp Data Collaboration Platform, bringing together solutions for the entire marketing lifecycle on a single platform. The unified offering offers new features such as a simplified user interface, compatible technology for cross-cloud interoperability, and a partner marketplace where innovative third-party developers can build applications that showcase their trusted expertise. Built on durable, authenticated technology that withstands signal loss, the /LiveRamp Data Collaboration Platform offers capabilities that proactively address evolving privacy considerations while accelerating emerging data collaboration use cases.
Gartner® findings show that “marketing plays a predominant role in data and analytics activities across the organization. 71% of marketing data and analytics teams are responsible for at least one element of their company’s data strategy.” By bringing all functionality into a single interface with simplified orchestration, LiveRamp enables its customers to more easily connect audiences with different partners. Supporting modern data architectures with a focus on distributed data reduces cloud complexity and improves cloud usability for all business users, while solving IT infrastructure limitations. Customer benefits include increased ease of use and streamlined functionality, bringing greater value to all of their data collaboration needs.
- Increase simplicity with a single user interface built on a foundation of best-in-class identity, global authenticated connectivity, and proprietary privacy-enhancing technologies
- Improve user experience and accelerate time to value with new ingestion pipelines that reduce turnaround time from days to hours. Self-service tools enable sharing of records and segments, and a new notification system that integrates with workplace tools like Slack allows users to control how they receive information
- Reach audiences across the ecosystem with an enhanced activation and segmentation experience focused on users, campaigns, and cross-audience segmentation. Improve marketing performance by integrating technologies such as Google PAIR, which are designed to prevent the loss of third-party cookies and other stale signals.
- Unlock new partnerships for second- and third-party data with the flexibility to collaborate wherever your first-party data resides, across a wide range of use cases, from a single location
- Leverage a new partner application marketplace that begins with integrated discovery, access and delivery of measurement solutions from LiveRamp’s global partner network
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“A core tenet of the Albertsons Media Collective is to foster a more connected, collaborative ecosystem that increases access to data while minimizing data movement,” said Evan Hovorka, VP of Product and Innovation, Albertsons Media Collective. “LiveRamp has helped us deliver on this promise with future-proof solutions that increase signal fidelity, improve data protection and scale data collaboration across the channels most critical to our network. LiveRamp, which seamlessly brings these capabilities together, will accelerate not only our own partnership, but also the downstream value we deliver to our customers, advertisers and the entire ecosystem.”
“Circana’s Lift solution, a gold standard in retail and consumer goods measurement, incorporates household-level data to provide advertisers with key insights that enable them to measure and optimize media investments to improve sales performance,” said Harvey Goldhersz, EVP of Product at Circana. “With LiveRamp, advertisers can now determine exactly which creative messages, advertising formats, audience segments and media placements drive retail sales most effectively and efficiently. Advertisers using Circana’s Lift solution improve return on ad spend (ROAS) by up to 80%. We’re excited to enable this feature for LiveRamp, bringing Circana’s speed, superior reach and accuracy to an even larger audience.”
The launch of the unified /LiveRamp Data Collaboration Platform follows the acquisition of Habu to accelerate data collaboration through improved cleanroom technology. Customers using Habu’s LiveRamp Clean Room on their platform can measure campaigns across all walled gardens, media platforms and programmatic channels, seamlessly connecting data across clouds, warehouses and clean rooms.
“LiveRamp customers have been demanding solutions with greater simplicity and scalability to unlock the value of data and gain a competitive advantage,” added Kimberly Bloomston, Chief Product Officer at LiveRamp. “The launch of our fully unified platform meets this need by setting a new standard for high-performance data collaboration, built on privacy-preserving technologies that withstand evolving signal loss and data protection requirements. LiveRamp’s recent acquisition of Habu strengthens our ability to help our customers work with anyone, activate data anywhere, and measure everywhere it matters.”
SOURCE: BusinessWire