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Friday, March 31, 2023

LiveRamp permits identification and superior activation in Snowflake

LiveRamp has expanded its partnership with Snowflake, the Knowledge Cloud firm, to improve its product capabilities constructed natively on Snowflake and improve information connectivity for next-generation, post-cookie advertising within the cloud.

By constructing LiveRamp’s information activation options utilizing Snowflake’s Native Utility Framework, at the moment in personal preview, together with easy-to-use marketer-friendly consumer interfaces, LiveRamp will enable joint clients to simply activate lots of of selling and media locations instantly from Snowflake.

LiveRamp and Snowflake’s rising partnership presents a scalable information answer within the cloud that helps evolving information privateness laws and reduces latency to close real-time. By constructing its product on Snowflake, LiveRamp presents 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, companion locations, and viewers activation community with out ever leaving their Snowflake surroundings. Key advantages from the expanded partnership will embody:

  • 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 information streams whereas defending personally identifiable data (PII).
  • Viewers activation with enhanced accuracy, connectivity and scale to achieve LiveRamp’s lots of of companions throughout key channels, together with CTV, social platforms, show, retail media, and cellular publishers by way of LiveRamp’s direct integrations and Authenticated Site visitors Answer (ATS), a extensively adopted normal utilized by publishers and types globally.
  • Marketer-specific consumer interfaces enable all groups to simply handle their viewers segments instantly in Snowflake in a completely self-service capability, serving to to bridge administration of cloud actions between tech personas and their advertising counterparts.

The subsequent era of LiveRamp capabilities, delivered through the Powered by Snowflake program, enhances companies supplied in Snowflake’s Media Knowledge Cloud and clear room infrastructure, that are designed to permit manufacturers to energy information collaboration with companions throughout channels and improve present options like CDPs or enterprise intelligence hubs with larger accuracy and information 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 reinforce cloud connections for manufacturers and their companions.

“By introducing LiveRamp activation into Snowflake, manufacturers can prolong information connectivity to a complete new realm of companions, wherever they’re, and all from throughout the consumer’s personal Snowflake account. Collectively, LiveRamp and Snowflake are streamlining the power for manufacturers to extract most worth from their information, cloud funding and advertising 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 information ever leaving their Snowflake surroundings.

“We’re giving manufacturers and their companions the instruments, information, and pace they should usher in a brand new period for promoting that’s information pushed and privacy-first.”

LiveRamp beforehand launched its main on-line identification and translation capabilities for Snowflake’s Media Knowledge Cloud, unlocking larger information connectivity and accelerating customized enterprise workflows and collaboration options. The expanded partnership will prolong this portfolio with built-in advertising activation, segmentation and efficiency to ship the high-demand capabilities for model entrepreneurs shifting to cloud-based workflows. Alpha testing is out there for Snowflake purchasers right this moment, with full generally-available characteristic releases obtainable later this 12 months.

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