In 2022, LiveRamp Holdings Inc. announced that it would bring its online identity and transaction capabilities to Snowflake Inc.’s Media Data Cloud. LiveRamp was natively embedding its platform into customers’ cloud environments to deliver a more robust data foundation.

The news highlighted how important data platforms have become to marketers as they seek to drive more personalized marketing experiences by leveraging identity, insights and measurement.

“Technology platforms are also big in this space now, because marketers are trying to optimize their workflows,” said Lisa Cramer (pictured, right), head of embedded products at LiveRamp. “They’re really looking for ways to simplify what they’re doing so that you can get better insights and a richer view of customer data. It’s trying to understand how to optimize campaign spend as it’s running and really reduce media waste.”

Cramer spoke with theCUBE industry analysts Dave Vellante and Lisa Martin at Snowflake Summit, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. She was joined by Bill Stratton (left), global head of media, entertainment and advertising at Snowflake, and they discussed how collaboration between the two companies is helping to advance key areas of consumer marketing. (* Disclosure below.)

Improved data handling

The integration of LiveRamp’s embedded identity capabilities with Snowflake is indicative of the marketing world’s interest in leveraging cloud-native technology to avoid having to move data.

“Now with Snowflake and in the example with LiveRamp, the data never has to move, if you’re doing identity resolution and you’re a marketer, your data stays in Snowflake,” Stratton said. “They run a native application from LiveRamp, you augment your data, and then you go off and create a campaign without physically moving any of your data. That’s improving the privacy, it’s improving the performance of campaigns, and it’s also giving attribution and measurement to advertisers.”

More efficient handling of data could also address the problem of media waste. Stratton was asked about an all-too-common example, where a customer shops online for a dishwasher, is deluged with appliance ads as a result, purchases the dishwasher and then is still subjected to more ads weeks later.

“That point-of-sale data went into some other data silo, but the ad exposures were in a different silo and they weren’t talking to each other,” Stratton said. “Now with Snowflake, those two environments are the same, and as soon as you make that purchase, you connect the datasets easily. Therefore, it’s a better consumer experience. We’re all consumers, and that’s the experience that we all want.”

LiveRamp is looking at the potential to apply AI, machine learning and natural language processing to customer feedback and then use it to further enhance customer data. The rise of generative AI and large language models has opened up a new world for advertisers.

“With the advances that we’re seeing, all brands can have access to this new technology across AI,” Cramer said. “Brands that maybe didn’t have resources before to build complex measurement models, potentially can do so moving forward with the capabilities that are coming up.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of Snowflake Summit:

(* Disclosure: Snowflake Inc. sponsored this segment of theCUBE. Neither Snowflake nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE