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LiveRamp, a top customer data platform, and Snowflake, a cloud-based data warehouse, recently announced an important development in their partnership. Their growing partnership provides significant opportunities for brands to use their customer data in a cloud setting while protecting privacy in a cookie-less world. With a number of identity solutions being proposed by tech partners for the eventuality that the cookie finally crumbles, the use of "clean rooms" is one solution that will provide a setting for data sharing between publishers and marketers while safeguarding individual privacy. It allows brands to leverage their customer data in a cloud-based environment effectively, even as pixel tracking becomes limited.

“Our customers are looking for solutions that can be integrated into their existing cloud data infrastructure so they can extract maximum utility from their data without compromising privacy or security. With our partnership with Snowflake, we’re natively embedding our best-in-class identity solutions into customers’ cloud environments, and delivering a new data foundation to drive highly personalized marketing and experiences using identity, insights, activation and measurement - all while prioritizing privacy and security.” said James Arra, head of cloud partnerships, LiveRamp.

Through this integration, LiveRamp clients can now use its identity solution ‘RampID’, to activate media strategies that are customer data-driven in an effective and secure way. The connection between identity and audience activation networks will provide brands with improved match rates across CRM activations, allowing for increased reach and precision when targeting their own customers through channels such as CTV, social media, display, and retail media. Moreover, with direct integrations, media teams can manage their audience segments when pushed from LiveRamp into Snowflake, making the process easy and accessible.

This partnership strengthens the overall value proposition of clean rooms as it grows in importance for marketers. Clean rooms provide a solution for gathering and analysing customer data while maintaining privacy and compliance with regulations such as GDPR. It shows a way forward in the post-cookie world, and brands should consider moving toward similar options for several reasons:

  • It enables marketers to analyse customer data from multiple sources such as social media, mobile apps and email campaigns. By combining and analysing this data, marketers can gain valuable insights into customer behaviour, preferences and interests, allowing them to create more effective and personalised marketing campaigns.
  • It helps marketers comply with privacy regulations by anonymising and aggregating customer data. This ensures that no Personally Identifiable Information (PII) is shared, and that data is processed in a secure and compliant manner.
  • It helps build trust with customers by demonstrating that brands take privacy seriously and are committed to protecting their personal information. This can lead to increased customer loyalty and brand advocacy.
  • It facilitates collaboration between data providers and marketers by providing a neutral third party to manage data sharing and analysis. This encourages data sharing and can lead to new insights and opportunities.

The usage of clean rooms like Snowflake (in conjunction with CDPs like LiveRamp), is an important way forward. This paves the way forward for companies to collect and analyse customer data and utilise it in a way that delivers relevant and personalised communications, that aligns with data protection laws without relying on third-party cookies.