LiveRamp Launches Unified Data Collaboration Platform Featuring Composable Technology
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Insights
The introduction of LiveRamp's next-generation Data Collaboration Platform signifies a strategic move to consolidate end-to-end marketing solutions into a singular, user-friendly interface. Such integration is likely to streamline operations for marketers, potentially leading to increased efficiency and reduced operational costs. The emphasis on privacy-enhancing technologies and authenticated connectivity aligns with the growing demand for data compliance in light of recent privacy regulations like GDPR and CCPA. The platform's ability to maintain signal fidelity despite the phasing out of third-party cookies could offer a competitive edge, as businesses seek alternatives in a shifting digital advertising landscape.
Moreover, the creation of a partner marketplace may catalyze innovation and foster a more dynamic ecosystem for third-party developers, potentially leading to a broader range of applications and services available to customers. This marketplace strategy could enhance LiveRamp's value proposition and attract a more diverse clientele. The mention of improved cloud usability and IT infrastructure optimization indicates a focus on scalability and could attract larger enterprises grappling with complex data systems.
LiveRamp's stock (NYSE: RAMP) could see fluctuations based on the market's reception of this platform and the tangible outcomes it delivers for users. The platform's success in improving marketing performance and the potential to increase return on advertising spend (ROAS) by up to 80%, as mentioned in the context of Circana's Lift solution, would be critical metrics to monitor over time.
The financial implications of LiveRamp's platform enhancements could be significant for the company and its investors. The platform's capabilities, particularly in terms of simplifying user experience and reducing data turnaround time, could lead to increased adoption rates and customer retention. This, in turn, could translate into higher recurring revenue streams for LiveRamp. The ability to measure campaign effectiveness across various media platforms and programmatic channels, especially in the absence of third-party cookies, is likely to be a key selling point for advertisers and marketers—potentially driving sales growth.
Investors should note the strategic acquisition of Habu, which is expected to bolster LiveRamp's clean room technology, a critical component for secure data collaboration. This acquisition may enhance the company's competitive positioning and is an indicator of its commitment to investing in future-ready solutions. However, the costs associated with such acquisitions and the integration of new technologies could impact short-term financials, which warrants close monitoring.
From a valuation perspective, the platform's ability to deliver on its promises of enhanced privacy, scalability and marketing efficacy will be essential for justifying LiveRamp's market positioning and potential future growth projections.
LiveRamp's emphasis on privacy-enhancing technologies within its new Data Collaboration Platform is a response to the increasingly stringent data privacy landscape. The platform's design to withstand signal loss—such as the deprecation of third-party cookies—while still enabling robust data collaboration is particularly noteworthy. This approach reflects an understanding of the need for data resilience in marketing strategies and the ability to adapt to privacy considerations without sacrificing functionality could be a strong value proposition for privacy-conscious customers.
The incorporation of self-service tools for dataset permissioning and the use of proprietary privacy technologies suggest a proactive stance on data governance. This could help clients navigate the complexities of data privacy laws and maintain consumer trust, which is paramount in today's market. As regulations continue to evolve, platforms like LiveRamp's that prioritize privacy while maintaining data utility could become industry standards. The long-term impact on the business will likely depend on the platform's ability to deliver on these privacy promises without compromising on marketing goals.
New enhancements enable customers to collaborate with any partner, activate data to any destination, and access more solutions—all from one place
With a future-ready platform optimized for speed and ease-of-use, customers can deliver better business outcomes and more personalized customer experiences
Gartner® findings show “Marketing has an outsized role in data and analytic activities across the enterprise, with
- Increase simplicity using a single user interface built on a foundation of best-in-class identity, global authenticated connectivity, and proprietary privacy-enhancing technologies
- Enhance the user experience and accelerate speed-to-value with new ingestion pipelines that reduce turnaround time from days to hours. Self-service tools allow the permissioning of datasets and segments, and a new notification system—capable of integrating with workplace tools including Slack—enables users to control how they receive information
- Reach audiences ecosystem-wide using an enhanced activation and segmentation experience centered on users, campaigns and cross-audience segmentation. Further improve marketing performance by integrating with technologies such as Google PAIR designed to combat the loss of third-party cookies and other deprecating signals.
- Unlock new partnerships across second and third-party data with the flexibility to collaborate wherever your first-party data lives, across the widest range of use cases, from one location
- Leverage a new, partner application marketplace starting with integrated discovery, access, and deployment of measurement solutions from LiveRamp’s global network of partners
“A core tenet of the Albertsons Media Collective is to foster a more interconnected, collaborative ecosystem that increases access to data while minimizing data movement,” said Evan Hovorka, VP of Product and Innovation, Albertsons Media Collective. “LiveRamp has helped us advance this pledge with future-ready solutions that grow signal fidelity, enhance privacy, and scale data collaboration across the channels that matter most to our network. LiveRamp bringing these capabilities together more seamlessly will not only accelerate our own partnership, but the downstream value we deliver to our customers, advertisers, and ecosystem at large.”
“Circana’s Lift solution, a gold standard in retail and CPG measurement, incorporates household level data to unlock critical insights for advertisers, enabling them to measure and optimize media investments to improve sales performance,” said Harvey Goldhersz, EVP of Product at Circana. “Through LiveRamp, advertisers can now pinpoint which creative messages, ad formats, audience segments, and media placements drive retail sales most effectively and efficiently. Advertisers who use Circana’s Lift solution improve return on advertising spend (ROAS) up to
The launch of the unified /LiveRamp Data Collaboration Platform follows the company’s acquisition of Habu to accelerate data collaboration through enhanced clean room technology. Customers using the LiveRamp Clean Room, powered by Habu on its platform can measure campaigns across all walled gardens, media platforms and programmatic channels while connecting data seamlessly across clouds, warehouses and clean rooms.
“LiveRamp’s customers have been asking for solutions with greater simplicity and scale to unlock the value of data and drive a competitive advantage,” added Kimberly Bloomston, Chief Product Officer at LiveRamp. “The launch of our fully unified platform delivers on this need by setting a new standard for powerful data collaboration built on privacy-enhancing technologies that withstand evolving signal loss and privacy requirements. LiveRamp’s recent acquisition of Habu further strengthens our ability to help customers collaborate with anyone, activate data anywhere, and measure everywhere it matters.”
Learn more about the wide range of data collaboration use cases LiveRamp can unlock for your company at liveramp.com/our-platform.
About LiveRamp
LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and enterprise 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
View source version on businesswire.com: https://www.businesswire.com/news/home/20240228206793/en/
Michelle Millsap
PR@liveramp.com
Source: LiveRamp
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