LiveRamp and Snowflake tighten bond for ‘post-cookie marketing’ in the cloud

LiveRamp is crystallizing.

More specifically, the consumer privacy, data ethics and foundational identity company is now working more closely with Snowflake, the Data Cloud (it’s a brand, caps allowed) company.

But what does LiveRamp do?

The company offers flexibility to collaborate wherever data lives to support a range of data collaboration use cases – within organizations, between brands and across partners.

Liveramp (not to be confused with Liver Amp, the electronics arm of the joint USDA and European Food Commission’s beef, pork and liver production and consumption board – just kidding, obviously) is now working with Snowflake to upgrade its product capabilities built natively on Snowflake and increase data connectivity for what it calls next-generation, post-cookie marketing in the cloud. 

Marketing & media ‘destinations’

By building LiveRamp’s data activation solutions using Snowflake’s Native Application Framework (currently in private preview) along with marketer-friendly user interfaces, LiveRamp says it will allow joint customers to activate hundreds of marketing and media ‘destinations’ directly from Snowflake.

The firms say that their growing partnership offers a cloud-based data solution that supports evolving data privacy regulations and 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, to deliver what the firms are both fond of describing as ‘data-driven media activations’ more quickly, effectively and safely than with hashed emails.

Staying solid in Snowflake

Brands using Snowflake can now integrate LiveRamp’s identity resolution, partner destinations and audience activation network without ever leaving their Snowflake environment. 

“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,” added Kimberly Bloomston, SVP of product at LiveRamp. 

Bloomston suggests that by introducing LiveRamp activation into Snowflake, brands can extend data connectivity to a whole new realm of partners 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 Bloomston.

Snowflake Media Data Cloud

The next generation of LiveRamp capabilities, delivered via the powered by Snowflake program, enhances services offered in Snowflake’s Media Data Cloud and clean room infrastructure, which 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.

“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,” said Bill Stratton, global head of media, entertainment and advertising at Snowflake.

Stratton says it’s all about 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.

LiveRamp previously released its online identity and translation capabilities for Snowflake’s Media Data Cloud to enable data connectivity and custom enterprise workflows and collaboration solutions. 

The expanded partnership is hoped to extend this portfolio with integrated marketing activation, segmentation and performance to deliver the capabilities for brand marketers moving to cloud-based workflows.