Advanced Television

Live ramp, Microsoft expand collaboration

February 28, 2024

LiveRamp has joined forces with Microsoft Advertising to deepen omnichannel measurement using privacy-enhanced data collaboration to safely connect data sets across media platforms, including premium channels and exclusive CTV inventory.

Clean room technology via LiveRamp’s Data Collaboration Platform powered by Habu unlocks previously inaccessible data sets across TV, CTV, social media, digital, retail and programmatic so marketers can analyse campaigns, enhance strategic collaborations, and maximise every customer touchpoint.

As more companies rely on the cloud to accelerate their marketing and measurement workflows, LiveRamp and Microsoft Advertising are also using Microsoft Azure Confidential Compute technology to further enhance data privacy and security protections.

“We’re incredibly excited to continue to expand our collaboration with Microsoft to add in measurement capabilities for our brands. Our customers want to be able to use their data to collaborate, activate, and measure touchpoints across the consumer journey and this collaboration does this. This integration furthers our commitment to interoperability and building a privacy-centric ecosystem – this is a pivotal year for advertising and our long standing partnership shows that we can create better results for marketers, publishers, but most importantly the consumer,” said Travis Clinger, Chief Connectivity and Ecosystem Officer.

“With the infinite amount of data in existence today, measurement is one of the most critical business use cases for improving campaign performance amid cookie deprecation and other loss of signals,” added Lynne Kjolso, VP, Global Partnerships and Retail Media at Microsoft. “Advertisers need privacy-forward solutions and strategic collaborations to safely unlock more insights while making the customer experience more seamless, more powerful, and more impactful. We believe our joint solutions and shared belief in a collaborative ecosystem that is secure and trusted by design, are a game-changer for the industry that will deliver greater value to our customers.”

The announcement builds upon the longstanding relationship between LiveRamp and Microsoft Advertising. Microsoft Advertising named LiveRamp as its 2021 Microsoft Client Partner of the Year for bringing its Authenticated Traffic Solution to the global stage and helping drive collaboration and innovation in the ecosystem.

Microsoft Advertising’s prioritisation of a privacy-conscious and transparent approach led to its implementation of LiveRamp’s Authenticated Traffic Solution.

Microsoft Advertising is also an existing partner of Habu, which LiveRamp recently acquired to accelerate data collaboration through enhanced clean room technology.

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