LiveRamp has expanded its partnership with Snowflake, the Knowledge Cloud firm, to improve its product capabilities constructed natively on Snowflake and improve knowledge connectivity for next-generation, post-cookie advertising and marketing within the cloud.
By constructing LiveRamp’s knowledge activation options utilizing Snowflake’s Native Software Framework, at present in non-public preview, together with easy-to-use marketer-friendly consumer interfaces, LiveRamp will enable joint prospects to simply activate tons of of promoting and media locations instantly from Snowflake.
LiveRamp and Snowflake’s rising partnership gives a scalable knowledge answer within the cloud that helps evolving knowledge privateness laws and reduces latency to close real-time. By constructing its product on Snowflake, LiveRamp gives purchasers a solution to leverage LiveRamp’s people-based identifier, RampID, to ship data-driven media activations extra shortly, successfully and safely than with hashed emails.
Manufacturers utilizing Snowflake can now simply combine LiveRamp’s identification decision, associate locations, and viewers activation community with out ever leaving their Snowflake surroundings. 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 larger variety of sources – together with the open net, CRMs, CDPs and extra – and dynamically resolve extra knowledge streams whereas defending personally identifiable data (PII).
- Viewers activation with enhanced accuracy, connectivity and scale to achieve LiveRamp’s tons of of companions throughout key channels, together with CTV, social platforms, show, retail media, and cell publishers via LiveRamp’s direct integrations and Authenticated Visitors Resolution (ATS), a broadly adopted commonplace utilized by publishers and types globally.
- Marketer-specific consumer interfaces enable all groups to simply handle their viewers segments instantly 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 Knowledge 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 larger accuracy and knowledge connectivity.
Kimberly Bloomston, SVP of product at LiveRamp, mentioned: “Bringing extra of LiveRamp’s core capabilities to Snowflake’s Media Knowledge Cloud is a vital step in progressing our shared dedication to boost cloud connections for manufacturers and their companions.
“By introducing LiveRamp activation into Snowflake, manufacturers can prolong knowledge connectivity to a complete new realm of companions, wherever they’re, and all from inside the consumer’s personal Snowflake account. Collectively, LiveRamp and Snowflake are streamlining the power for manufacturers to extract most worth from their knowledge, cloud funding and advertising and marketing outcomes, all whereas defending shopper privateness.”
Invoice Stratton, international head of media, leisure and promoting at Snowflake, mentioned: “This partnership additional strengthens Snowflake’s Media Knowledge Cloud ecosystem and permits manufacturers and companies to leverage LiveRamp’s identification and activation options with out knowledge ever leaving their Snowflake surroundings.
“We’re giving manufacturers and their companions the instruments, knowledge, and pace they should usher in a brand new period for promoting that’s knowledge pushed and privacy-first.”
LiveRamp beforehand launched its main on-line identification and translation capabilities for Snowflake’s Media Knowledge Cloud, unlocking larger knowledge connectivity and accelerating customized enterprise workflows and collaboration options. The expanded partnership will prolong this portfolio with built-in advertising and marketing activation, segmentation and efficiency to ship the high-demand capabilities for model entrepreneurs shifting to cloud-based workflows. Alpha testing is on the market for Snowflake purchasers right now, with full generally-available characteristic releases accessible later this yr.
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