LiveRamp Transforms Addressability and Measurement in Amazon Marketing Cloud and DSP

LiveRamp has introduced enhanced features to assist clients in optimizing addressability, connectivity, and measurement within the Amazon Marketing Cloud (AMC) and Amazon Delivery Service Partner program (DSP). This allows brand marketers, advertisers, and agencies to leverage LiveRamp's integrations with these services, leveraging their privacy-centric identifier, RampID.  

With a focus on privacy, LiveRamp's omnichannel identity framework enables customers to integrate first and third-party insights seamlessly with Amazon Ads in AMC, facilitating measurement and enabling the activation of RampID-based audiences on Amazon DSP. The integration also supports end-to-end measurement workflows through LiveRamp's existing solutions with Amazon Web Services (AWS).

By resolving identity signals from their AWS environment to RampID, marketers can upload hashed signals using the AMC uploader in a privacy-enhancing workflow. The collaboration with system integrators further accelerates the integration's time-to-value by offering strategic consultation and technical expertise across Amazon Ads, AWS, and LiveRamp.

“LiveRamp’s foundational identity is an essential key to engage in collaboration, increase tech efficiencies, improve advertising results, and enable robust marketing optimization in the cloud. As we build upon our expanding collaboration and successes with Amazon Ads and AWS, we will continue helping marketers connect with their customers, scale, and build enduring, enterprise-wide value,” said Kimberly Bloomston, SVP of Product at LiveRamp.

Improving accuracy and unifying data across channels  

LiveRamp's integration with Amazon Ads services enables brand marketers, agencies, and partners to unify prospect and customer touchpoints across various advertising and marketing channels, including connected TV, display, email, and websites.

The integration also enhances the scale and accuracy of campaign analytics by overcoming the limitations of conventional identifiers, such as hashed emails, in favor of a widely adopted person-based identifier.

In addition, it ensures secure audience onboarding with minimal movement through integrations with AWS and AMC, utilizing solutions like Amazon Simple Storage Service (Amazon S3), AMC Uploader from AWS, and AWS Entity Resolution.

Activating first and third-party audiences on Amazon DSP using RampID for bidding and frequency capping offers fully measurable impressions without relying on cookies, mobile IDs, or IP addresses.

In other news, TripleLift and LiveRamp have unveiled an integration of TripleLift Audiences and RampID, introducing a powerful solution for marketers seeking highly scalable and diverse first-party audience options.