LiveRamp has expanded its partnership with Snowflake, the Data Cloud firm, to improve its product capabilities constructed natively on Snowflake and enhance knowledge connectivity for next-generation, post-cookie advertising and marketing within the cloud.
By constructing LiveRamp’s knowledge activation options utilizing Snowflake’s Native Application Framework, presently in personal preview, together with easy-to-use marketer-friendly consumer interfaces, LiveRamp will permit joint clients to simply activate a whole bunch of promoting and media locations immediately from Snowflake.
LiveRamp and Snowflake’s rising partnership presents a scalable knowledge resolution within the cloud that helps evolving knowledge privateness rules and reduces latency to close real-time. By constructing its product on Snowflake, LiveRamp presents purchasers a method to leverage LiveRamp’s people-based identifier, RampID, to ship data-driven media activations extra rapidly, successfully and safely than with hashed emails.
Brands utilizing Snowflake can now simply combine LiveRamp’s identification decision, associate locations, and viewers activation community with out ever leaving their Snowflake atmosphere. Key advantages from the expanded partnership will embrace:
- Accelerated and enhanced identification match and identification decision companies on Snowflake allow entrepreneurs to course of and unify bigger volumes of information from a better variety of sources – together with the open net, CRMs, CDPs and extra – and dynamically resolve extra knowledge streams whereas defending personally identifiable info (PII).
- Audience activation with enhanced accuracy, connectivity and scale to succeed in LiveRamp’s a whole bunch of companions throughout key channels, together with CTV, social platforms, show, retail media, and cell publishers by way of LiveRamp’s direct integrations and Authenticated Traffic Solution (ATS), a extensively adopted commonplace utilized by publishers and types globally.
- Marketer-specific consumer interfaces permit all groups to simply handle their viewers segments immediately in Snowflake in a totally self-service capability, serving to to bridge administration of cloud actions between tech personas and their advertising and marketing counterparts.
The subsequent technology of LiveRamp capabilities, delivered by way of the Powered by Snowflake program, enhances companies provided in Snowflake’s Media Data Cloud and clear room infrastructure, that are designed to permit manufacturers to energy knowledge collaboration with companions throughout channels and improve current options like CDPs or enterprise intelligence hubs with better accuracy and knowledge connectivity.
Kimberly Bloomston, SVP of product at LiveRamp, mentioned: “Bringing more of LiveRamp’s core capabilities to Snowflake’s Media Data Cloud is an important step in progressing our shared commitment to enhance cloud connections for brands and their partners.
“By introducing LiveRamp activation into Snowflake, brands can extend data connectivity to a whole new realm of partners, wherever they are, and all from within the client’s own Snowflake account. Together, LiveRamp and Snowflake are streamlining the ability for brands to extract maximum value from their data, cloud investment and marketing outcomes, all while protecting consumer privacy.”
Bill Stratton, international head of media, leisure and promoting at Snowflake, mentioned: “This partnership further strengthens Snowflake’s Media Data Cloud ecosystem and enables brands and businesses to leverage LiveRamp’s identity and activation solutions without data ever leaving their Snowflake environment.
“We’re giving brands and their partners the tools, data, and speed they need to usher in a new era for advertising that is data driven and privacy-first.”
LiveRamp beforehand launched its main online identity and translation capabilities for Snowflake’s Media Data Cloud, unlocking better knowledge connectivity and accelerating customized enterprise workflows and collaboration options. The expanded partnership will lengthen this portfolio with built-in advertising and marketing activation, segmentation and efficiency to ship the high-demand capabilities for model entrepreneurs transferring to cloud-based workflows. Alpha testing is obtainable for Snowflake purchasers at this time, with full generally-available function releases out there later this yr.
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