LiveRamp Debuts Clean Room Native Activation and Enhanced Identity Resolution Across All Major Clouds - Seite 2

Industry-First Identity Resolution Across All Major Clouds. With cloud-native and embedded identity resolution capabilities, clients can now choose to expand their pseudonymised first-party data to include known data elements, such as CRM and email addresses, directly in their preferred cloud platform, including AWS, Azure, Google Cloud, Databricks, and Snowflake. LiveRamp clients can now maximize marketing ROI from wherever their data lives.

Fragmentation of customer data makes unlocking person-based identity in the cloud an ongoing challenge. For example, 86% of consumers have multiple email addresses, which need to be resolved to an individual to enable best-in-class activation and measurement. Consumers also, on average, have 13 connected devices that may be leveraged for a holistic advertising and measurement strategy. Household-specific purchasing patterns are also changing, making it difficult to accurately measure attribution. Using LiveRamp’s cloud-first identity capabilities companies are able to address these challenges by resolving multiple personal identifiers back to an individual and a household, thus enhancing measurement and enabling more personalized advertising while minimizing the need for data movement.

“The ability to utilize LiveRamp’s technology without leaving our cloud environment is an incredible benefit,” said Seth Hirsh, Partner, Head of Analytics at Acadia. “As we look to our future on Snowflake, LiveRamp will give us the tools to streamline how we onboard data to cloud data warehouses, target audiences broadly across the ecosystem, and improve measurement outcomes for our clients without having to move data between environments.”

Kimberly Bloomston, SVP of Product at LiveRamp, added, “Bringing cloud-native, clean room-optimized activation and identity capabilities to the market ensures enterprises have the ability to scale data practices, maximize insights, and build flexibility for the future. The new features deliver access to otherwise inaccessible datasets, allowing them to simplify campaign activation and optimize the ability to reach consumers in a consistently accurate manner. With LiveRamp, businesses are empowered to evolve their digital transformation initiatives alongside the demands of a vastly fragmented ecosystem and complex journeys of their customers and partners, including clouds and clean rooms.”