LiveRamp Enables Identity and Advanced Activation in Snowflake

Rhea-AI Summary

LiveRamp (NYSE: RAMP) announced the expansion of its partnership with Snowflake, enhancing product capabilities for marketers. This upgrade enables data connectivity for post-cookie marketing and facilitates real-time performance measurement. Key benefits include accelerated identity resolution services, improved audience activation accuracy, and user-friendly interfaces for marketers. The partnership aims to support evolving data privacy regulations while fostering collaboration across marketing channels. LiveRamp’s new features will be available for Snowflake clients through alpha testing, with general availability expected later this year.

Positive

• Expanded partnership with Snowflake enhances data connectivity and marketing capabilities.
• Improved identity resolution services allow for processing larger data volumes.
• User-friendly interfaces simplify audience segment management within Snowflake.

Negative

• None.

Expanded partnership and product capabilities enable marketers to improve performance and privacy by activating and measuring natively in Snowflake

SAN FRANCISCO--(BUSINESS WIRE)-- LiveRamp (NYSE: RAMP) today announced it has expanded its partnership with Snowflake, the Data Cloud company, to upgrade its product capabilities built natively on Snowflake and increase data connectivity for next-generation, post-cookie marketing in the cloud. By building LiveRamp’s data activation solutions using Snowflake’s Native Application Framework, currently in private preview, along with easy-to-use marketer-friendly user interfaces, LiveRamp will allow joint customers to easily activate hundreds of marketing and media destinations directly from Snowflake.

LiveRamp and Snowflake’s growing partnership offers a scalable data solution in the cloud that supports evolving data privacy regulations and reduces latency to near real-time. By building its product on Snowflake, LiveRamp offers clients a way to leverage LiveRamp’s people-based identifier, RampID, to deliver data-driven media activations more quickly, effectively and safely than with hashed emails.

Brands using Snowflake can now easily integrate LiveRamp’s identity resolution, partner destinations, and audience activation network without ever leaving their Snowflake environment. Key benefits from the expanded partnership will include:

• Accelerated and enhanced identity match and identity resolution services on Snowflake enable marketers to process and unify larger volumes of data from a greater number of sources—including the open web, CRMs, CDPs and more—and dynamically resolve more data streams while protecting personally identifiable information (PII).
• Audience activation with enhanced accuracy, connectivity and scale to reach LiveRamp’s hundreds of partners across key channels, including CTV, social platforms, display, retail media, and mobile publishers through LiveRamp’s direct integrations and Authenticated Traffic Solution (ATS), a widely adopted standard used by publishers and brands globally.
• Marketer-specific user interfaces allow all teams to easily manage their audience segments directly in Snowflake in a fully self-service capacity, helping to bridge management of cloud activities between tech personas and their marketing counterparts.

The next generation of LiveRamp capabilities, delivered via the Powered by Snowflake program, enhances services offered in Snowflake’s Media Data Cloud and clean room infrastructure, which are designed to allow brands to power data collaboration with partners across channels and enhance existing solutions like CDPs or business intelligence hubs with greater accuracy and data connectivity.

“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,” added Kimberly Bloomston, SVP of Product at LiveRamp. “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.”

“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,” said Bill Stratton, Global Head of Media, Entertainment and Advertising at Snowflake. “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 previously released its leading online identity and translation capabilities for Snowflake’s Media Data Cloud, unlocking greater data connectivity and accelerating custom enterprise workflows and collaboration solutions. The expanded partnership will extend this portfolio with integrated marketing activation, segmentation and performance to deliver the high-demand capabilities for brand marketers moving to cloud-based workflows. Alpha testing is available for Snowflake clients today, with full generally-available feature releases available later this year. Contact info@liveramp.com for more information.

About LiveRamp

LiveRamp is the leader in data collaboration for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and foundational identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners.

Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at www.liveramp.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20230227005163/en/

Christine Travis

PR@liveramp.com

Source: LiveRamp

FAQ

What is the recent announcement from LiveRamp regarding its partnership with Snowflake?

LiveRamp has expanded its partnership with Snowflake to offer improved data connectivity and enhanced marketing capabilities.

How does the partnership benefit marketers using Snowflake?

Marketers can now activate and measure campaigns in real-time while ensuring data privacy, leveraging LiveRamp's identity resolution.

What are the key features introduced in the expanded LiveRamp and Snowflake partnership?

Key features include accelerated identity resolution services, enhanced audience activation accuracy, and marketer-specific interfaces.

When will the new LiveRamp features be available for Snowflake clients?

Alpha testing is available now, with full feature releases expected later this year.

What does the partnership between LiveRamp and Snowflake mean for advertisers?

It enables advertisers to leverage data-driven media activations more efficiently and safely within their Snowflake environment.