LiveRamp has expanded its partnership with Snowflake, the data cloud company, to upgrade its product capabilities built natively on Snowflake and increase data connectivity for post-cookie marketing in the cloud.

By building its data activation solutions using Snowflake's Native Application Framework, LiveRamp will allow joint customers to activate hundreds of marketing and media destinations directly from Snowflake. [1]

Figure 1. Identity and enhanced activation are made possible in Snowflake via LiveRamp

Identity and enhanced activation are made possible in Snowflake via LiveRamp is shown in figure 1. LiveRamp and Snowflake's growing partnership offers a scalable data solution in the cloud 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 data-driven media activations more quickly, effectively and safely than with hashed emails.[2]

Brands using Snowflake can now easily integrate LiveRamp’s identity resolution, partner destinations, and audience activation network without ever leaving their Snowflake environment. Key benefits from the expanded partnership will include:

• Accelerated and enhanced identity match and identity resolution services on Snowflake enable marketers to process and unify larger volumes of data from a greater number of sources—including the open web, CRMs, CDPs and more—and dynamically resolve more data streams while protecting personally identifiable information (PII).
• Audience activation with enhanced accuracy, connectivity and scale to reach LiveRamp’s hundreds of partners across key channels, including CTV, social platforms, display, retail media, and mobile publishers through LiveRamp’s direct integrations and Authenticated Traffic Solution (ATS), a widely adopted standard used by publishers and brands globally.
• Marketer-specific user interfaces allow all teams to easily manage their audience segments directly in Snowflake in a fully self-service capacity, helping to bridge management of cloud activities between tech personas and their marketing counterparts. [3]

The integration of LiveRamp with Snowflake enables enhanced identity resolution and activation capabilities within the Snowflake cloud-based data warehousing platform. This integration allows businesses to unify customer data, resolve identities across different channels, and gain a comprehensive view of their customers.

With the combined power of Snowflake's data warehousing and LiveRamp's connectivity solutions, businesses can effectively target their audiences, activate their data across various marketing platforms, and leverage measurement and analytics for data-driven decision-making. The specific functionalities and features of this integration may vary and it's advisable to refer to the official documentation or contact Snowflake and LiveRamp for the most accurate and up-to-date information.

References:

1. https://www.destinationcrm.com/Articles/CRM-News/CRM-Across-the-Wire/LiveRamp-Enables-Identity-and-Advanced-Activation-in-Snowflake
2. https://www.moomoo.com/hant/news/post/20251177?level=1&data_
3. https://martechseries.com/analytics/data-management-platforms/privacy-and-regulations/liveramp-enables-identity-and-advanced-activation-in-snowflake/

Cite this article:

Gokula Nandhini K (2023), Identity and enhanced activation are made possible in Snowflake via LiveRamp, Anatechmaz, pp.86