LiveRamp (Credit image/Pixabay/Gerd Altmann)LiveRamp has expanded its partnership with Snowflake, the Data Cloud company, to upgrade its product capabilities built natively on Snowflake. LiveRamp plans to increase data connectivity for next-generation, post-cookie marketing in the cloud. LiveRamp’s is building its data activation solutions using Snowflake’s Native Application Framework. The company is also using easy-to-use marketer-friendly user interfaces to enable 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. The company says it also 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. This will enable the delivery of data-driven media activations more quickly, effectively and safely than with hashed emails.
Brands using Snowflake can integrate LiveRamp’s identity resolution, partner destinations, and audience activation network without ever leaving their Snowflake environment.

Key benefits

Key benefits from the expanded partnership will include:

  • Accelerated and enhanced identity match and identity resolution services on Snowflake. This enables marketers to process and unify larger volumes of data from a greater number of sources. This includes the open web, CRMs, CDPs and more, 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. This includes CTV, social platforms, display, retail media, and mobile publishers through LiveRamp’s direct integrations and Authenticated Traffic Solution (ATS). ATS allows publishers to resolve consented user data with a RampID in real-time. Enabling people-based advertising on authenticated, cookieless inventory across the open internet. It is 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. This helps to bridge the management of cloud activities between tech personas and their marketing counterparts.

Powering data collaboration

The next generation of LiveRamp capabilities will be delivered via the Powered by Snowflake program. This is expected to enhance services offered in Snowflake’s Media Data Cloud and clean room infrastructure. These services 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.

(Credit image/LinkedIn/Kimberly Bloomston)
Kimberly Bloomston, SVP of Product at LiveRamp

“Bringing more of LiveRamp’s core capabilities to Snowflake’s Media Data Cloud is an important step in progressing our shared commitment. We plan 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,” Bloomston added.

Strengthening the cloud ecosystem

Bill Stratton, Global Head of Media, Entertainment and Advertising at Snowflake says, “This partnership strengthens Snowflake’s Media Data Cloud ecosystem. It enables brands and businesses to leverage LiveRamp’s identity and activation solutions without data ever leaving their Snowflake environment. We are giving brands and partners the tools, data, and speed they need to usher in a new era for advertising. An era that is data driven and privacy-first.”

LiveRamp has previously released its online identity and translation capabilities for Snowflake’s Media Data Cloud. The company says 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. It is expected to deliver the high-demand capabilities for brand marketers moving to cloud-based workflows.

Snowflake has been rapidly adding partners and support a growth of data applications on its platform. Recent additions include Ascend.io, which launched Free Ingest, a new feature that will reduce an enterprise’s data ingest cost and deliver data products up to 7x faster by ingesting data from all sources into the Snowflake Data Cloud quickly and easily. comforte AG launched a Data Security Platform integration in partnership with Snowflake to help customers securely move sensitive data to Snowflake’s single, integrated platform. MediaWallah partnered with Snowflake to make MediaWallah identity resolution data available on the Snowflake Marketplace.

Enterprise Times: What this means for business.

There appears to be developing a well-trodden path of industry-leading applications firmly labelled with the Powered by Snowflake sticker. The main bonus of building on Snowflake, are that product and engineering teams can develop, scale, and operate their applications without operational burden. This can deliver differentiated products to their customers. With the Powered by Snowflake program, builders can access resources to design, market and operate applications in the Data Cloud.

This expanded partnership and product capabilities should enable marketers to improve performance and privacy by activating and measuring natively in Snowflake. In a privacy-centric world, businesses have to navigate how to safely connect their vast array of customer data to gain enhanced performance insights. LiveRamp’s identity and advanced activation capabilities are built natively on Snowflake, so customer data never leaves the Snowflake cloud. LiveRamp says it offers flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases. This will be important if Snowflake is expected to maintain its current growth trajectory and technology ambitions.

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