LiveRamp Partners With Adobe, Expands Collaboration Capabilities

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Marketers can activate their first-party data across partners and platforms from Adobe Real-Time CDP. Furthermore, the integration enables marketers to connect their first-party data with RampID.

LiveRamp, a data collaboration platform provider, is integrating its people-based identifier, RampID, with Adobe’s Real-Time Customer Data Platform (CDP), part of Adobe Experience Cloud.

Through a new LiveRamp app available in Adobe Exchange, marketers will be able to activate their customer data on RampID via downstream activation partners,

Marketers working with Adobe Real-Time CDP and LiveRamp can benefit from a more seamless process across the ecosystem. They can activate their first-party data across partners and platforms from Adobe Real-Time CDP. Furthermore, the integration enables marketers to connect their first-party data with RampID.

“Marketers are quickly realising the benefits of their data and identity strategies and want to easily activate their data on the many different platforms they’re working with,” said Travis Clinger, senior vice president of activations and addressability at LiveRamp.

“By partnering with Adobe, we’re reducing the process to leveraging RampID to mere clicks, enabling marketers to activate direct-to-destination and giving them simplified activation with immediate scale.”

“The shift toward first-party data strategies is in full swing, and more and more marketers are turning to Adobe Experience Platform and Real-Time CDP to manage and segment the data, deliver 1:1 personalised experiences to their customers based on real-time behavioral data across channel,” said Anjul Bhambhri, senior vice president of Adobe Experience Cloud. 

“Unlocking RampID for our marketers enables them to improve the marketing personalisation by finding the authenticated, privacy-safe audiences they want across all major digital platforms and nearly every top publisher.”

“The modern ecosystem demands interoperability, trust, and accountability in order to thrive amid a labyrinth of partner requirements and regulatory and technical changes. LiveRamp is meeting this need by enhancing our data collaboration platform with new functionalities that traverse these requirements while supporting growing cloud adoption. Privacy-conscious and configurable, LiveRamp’s solutions are transforming the value of partnerships through an unprecedented value exchange that benefits everyone involved,” said Kimberly Bloomston, senior vice president of product at LiveRamp.