LiveRamp, announced the launch of new clean room activation and cloud-first identity capabilities that enable customers to more efficiently activate and connect their data while Unlock deeper analytics and audience insights. As a result, brands, publishers and technology platforms can maximize the value of their first-party data, seamlessly unify and activate data in any environment, and deepen consumer insights with more granular measurement—all These can all be implemented within their existing enterprise technology stack or partner ecosystem.
With these platform enhancements, LiveRamp’s more than 900 customers can now benefit from:
Activate hundreds of partners directly from Snowflake and LiveRamp’s data cleanup room. With LiveRamp’s next-generation, cloud-native cleanroom capabilities, customers can now activate their data with hundreds of partners directly from the collaboration platform of their choice, including Snowflake and LiveRamp Cleanroom, with enhanced accuracy and connectivity.
With RampID™, the most durable and privacy-focused identifier connecting digital ecosystems, LiveRamp customers can immediately act on new insights generated by secure partner collaborations while achieving unparalleled scale and reach. LiveRamp connects seamlessly with the industry’s broadest and data-rich network and also provides the ability to activate across the entire ecosystem without having to use multiple solutions or build new integrations for each partner and platform.
Mike Bregman, chief activation officer for North America at Havas Media Network, said: “Partnering with LiveRamp to grow clean room capabilities through our Converged platform and ecosystem will help improve first-party data activation and create targeted, accurate audiences— — and all from the same environment. This enables Havas Media to better help clients who increasingly require cross-channel insights to achieve their business goals.”
Brian Lin, Senior Vice President of Product Management and Advertising at TelevisaUnivision, said: “Data cleansing rooms have become a critical tool in providing more customer intelligence to our brand partners, while also maintaining the transparency and transparency we need as stewards of audience data. Control. The ability to activate directly from LiveRamp’s next-generation clean room deepens our strategic partnership while providing the highest level of privacy protection.”
Industry-leading identity resolution across all major clouds. With cloud-native and embedded identity resolution capabilities, customers now have the option to extend their pseudonymized first-party data to include known data elements such as CRM and email addresses directly in their preferred cloud platform. These cloud platforms include AWS, Azure, Google Cloud, Databricks and Snowflake. LiveRamp customers can now maximize marketing ROI from wherever their data resides.
The fragmentation of customer data makes unlocking person-based identities in the cloud an ongoing challenge. For example, 86% of consumers have multiple email addresses, and these need to be resolved to a single person for best-in-class activation and measurement results. Consumers also own an average of 13 connected devices , which can be used in overall advertising and measurement strategies. Buying patterns among specific households are also changing, making it difficult to accurately measure attribution. Using LiveRamp’s cloud-first identity capabilities, companies are able to address these challenges by resolving multiple personal identifiers back to individuals and households, thereby enhancing measurement and enabling more personalized advertising while minimizing the need to move data.
Seth Hirsh, partner and head of analytics at Acadia, said: “Being able to leverage LiveRamp’s technology without leaving the cloud environment is an incredible benefit. As we look to the future of Snowflake, LiveRamp can provide us with Tools that simplify how we load data into cloud data warehouses, reach a broad audience across the ecosystem, and improve measurement results for our customers without having to move data between environments.”
Kimberly Bloomston, senior vice president of product at LiveRamp, added: “Bringing cloud-native, cleanroom-optimized activation and identity capabilities to market ensures enterprises have the ability to scale their data practices, maximize insights, and build flexibility for future growth. . Businesses can use these new capabilities to access previously inaccessible data sets to streamline activation of marketing campaigns and optimize the ability to reach consumers in a consistent and accurate manner. With LiveRamp, businesses have the ability to grow their digital transformation initiatives , while meeting the needs of an extremely fragmented ecosystem and complex customer and partner journeys, including cloud and clean room.”
SOURCE: BusinessWire