LiveRamp has announced a new partnership with Adobe Real-Time Customer Data Platform (CDP), which is part of Adobe Experience Cloudto offer the benefits of LiveRamp’s person-based identifier, Ramp ID. In this regard, as reported in a statement, through a new LiveRamp app Available on Adobe Exchange, marketers will be able to activate their customer data on RampID through downstream activation partners, including DSPs, SSPs, CTV destinations and other premium publishers.
Marketers working with Adobe Real-Time CDP and LiveRamp can now benefit from a more seamless process across the ecosystem, from the LiveRamp app to the Adobe Exchange Marketplace, a directory of integrations that Adobe customers can use to enhance implementation of Adobe Experience Cloud, through activation. Through a single integration, specialists can activate their first-party data across partners and platforms from the Adobe Real-Time CD. Besides, integration allows specialists to quickly connect their first-party data with RampIDallowing them to build smarter audiences for additional insights and better personalization.
«Marketers are quickly realizing the benefits of their data and identity strategies, and want to easily activate their data across the many different platforms they work with.“, it states Travis LiveRamp Clinger, SVP, Activations and Addressability. «By partnering with Adobe, we are reducing the process to take advantage of RampID to a few simple clicks, allowing marketers to activate directly to the destination and providing them with simplified activation with immediate scale.”
The LiveRamp’s RampID solution helps companies activate their first-party data and interact with consumers at the right time and with the right message. Thus, by helping marketers connect their brand’s online and offline source data, RampID helps reach and engage customers at any point in their journey through the Internet. LiveRamp Authenticated Traffic Solution (ATS). This solution unlocks addressable inventory for targeting across buying channels and methodologies, including direct, private marketplace, and open exchange, ensuring relevant ads are displayed to users. Now, advertisers using Adobe Real-Time CDP can reach their customers through publishers in ATS and activate directly in RampID.
«The shift to first-party data strategies is in full swing, with more and more marketers turning to Adobe Experience Platform and Real-Time CDP to manage and segment data, deliver personalized 1:1 experiences to their customers based on real-time behavioral data across all channels«, express Anjul Bhambhri, SVP of Adobe Experience Cloudand adds that “By unlocking RampID for our marketers, they can improve marketing personalization by finding the authenticated and privacy-safe audiences they want on all major digital platforms and nearly all major publishers.«.
