Data enablement platform company LiveRamp Holdings Inc. said today it’s bringing its online identity and translation capabilities to Snowflake Inc.’s Media Data Cloud to unlock greater connectivity across cloud-hosted data.
The move makes it possible for TV programmers, connected TV platforms and other brands and agencies to access more accurate and dynamic media insights, LiveRamp said. That will enable them to collaborate to measure the reach and media impact of their content, as well as its impact on brand awareness.
LiveRamp is a big-data company that sells tools to help businesses move data among various marketing platforms easily. So if a company wants to onboard data from a video advertising network to an attribution platform to determine the effectiveness of that network, LiveRamp provides a way to do that.
Meanwhile, Snowflake’s Media Data Cloud combines that company’s cloud data warehouse technology with third-party tools and datasets to enable marketers, publishers, data and ad tech businesses unlock identity, insights, activation and measurement across the advertising ecosystem. Organizations can then access and collaborate on data without leaving Snowflake, performing data joining, matching and analytics from within the same platform.
LiveRamp’s head of cloud partnerships James Arra said the company is natively embedding its platform into customers’ cloud environments via Snowflake to deliver a data foundation that will drive more personalized marketing and experiences based on identity, insights, activation and measurement.
“Increasingly our customers are looking for solutions that can be integrated into their existing cloud data infrastructure, so that they can extract maximum utility from their data without compromising privacy or security,” he explained.
Benefits of integration include interoperable scalability that’s designed to accommodate fragmented advertising ecosystems, capturing behavior across thousands of audiences, as well as granularity, creating visibility down to a household or even device-level.
LiveRamp TV Chief Strategy Officer Jay Prasad said his company’s embedded identity capabilities can help solve the complexity of consumer fragmentation in the media advertising industry.
“Our online identity resolution capabilities enhance measurement infrastructure by securely connecting data from all screens and streams,” Prasad said. “Ultimately, we’re helping power data collaboration for partners who are helping usher in a new era of currencies within Snowflake.”