Data connectivity platform LiveRamp has expanded its partnership with Snowflake to improve its product capabilities that are built on Snowflake and enhance data connectivity for cloud-based marketing in a post-cookie environment. This partnership will enable joint customers to activate numerous marketing and media destinations from Snowflake directly.
“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. 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,” added Kimberly Bloomston, SVP of Product at LiveRamp.
LiveRamp and Snowflake have joined forces once again to provide a cloud-based data solution that can adapt to changing data privacy regulations and offer near real-time data processing. With this collaboration, LiveRamp can offer its clients a way to use its RampID people-based identifier more efficiently by building its product on Snowflake. This means faster and safer data-driven media activations compared to using hashed emails.
Brands can integrate LiveRamp's identity resolution and audience activation network into their Snowflake environment without leaving it. This partnership offers several benefits, some of which include:
Boosted match and identity resolution services on Snowflake allow marketers to use Snowflake to quickly and securely process and combine data from various sources, including the open web, CRMs, and CDPs, while ensuring the protection of personally identifiable information (PII).
Audience activation with increased precision, connectivity, and reach enables LiveRamp to reach many partners across various channels such as CTV, social media, display, retail media, and mobile publishers. This is made possible through LiveRamp's direct integrations and use of Authenticated Traffic Solution (ATS), which brands globally use.
Marketing teams can now easily manage their audience segments within Snowflake by leveraging marketer-specific user interfaces without requiring technical assistance. This helps to bridge the gap between technical and marketing teams in managing cloud activities.
LiveRamp had previously introduced its online identity and translation capabilities for Snowflake's Media Data Cloud, which helped to improve data connectivity and accelerate enterprise workflows and collaboration solutions. The partnership is expanding to include integrated marketing activation, segmentation, and performance capabilities, which are in high demand among brand marketers transitioning to cloud-based workflows. Snowflake clients can begin alpha testing these features today, while the full release will be available later this year.
“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,” “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,” said Bill Stratton, Global Head of Media, Entertainment and Advertising at Snowflake.