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 within the cloud.
By constructing LiveRamp’s knowledge activation options utilizing Snowflake’s Native Application Framework, at present in personal preview, together with easy-to-use marketer-friendly consumer interfaces, LiveRamp will enable joint clients to simply activate a whole lot of promoting and media locations instantly from Snowflake.
LiveRamp and Snowflake’s rising partnership affords 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 affords shoppers 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 providers on Snowflake allow entrepreneurs to course of and unify bigger volumes of knowledge from a higher variety of sources – together with the open net, CRMs, CDPs and extra – and dynamically resolve extra knowledge streams whereas defending personally identifiable info (PII).
- Viewers activation with enhanced accuracy, connectivity and scale to succeed in LiveRamp’s a whole lot of companions throughout key channels, together with CTV, social platforms, show, retail media, and cellular publishers by means of LiveRamp’s direct integrations and Authenticated Site visitors Resolution (ATS), a extensively 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 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 providers supplied 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 present options like CDPs or enterprise intelligence hubs with higher accuracy and knowledge connectivity.
Kimberly Bloomston, SVP of product at LiveRamp, stated: “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 knowledge connectivity to an entire 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 knowledge, cloud funding and advertising outcomes, all whereas defending shopper privateness.”
Invoice Stratton, world head of media, leisure and promoting at Snowflake, stated: “This partnership additional strengthens Snowflake’s Media Knowledge Cloud ecosystem and allows 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 online identity and translation capabilities for Snowflake’s Media Knowledge Cloud, unlocking higher knowledge 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 transferring to cloud-based workflows. Alpha testing is on the market for Snowflake shoppers at present, with full generally-available function releases obtainable later this yr.
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