There’s been a shift toward first-party data strategies in the business world because of changes in data privacy regulations (and the growing importance of personalization and customer experience).
So, why is a first-party data strategy important?
Simply put, a first-party data strategy helps marketers better understand their customers and provides a more personalized and effective customer experience. It also helps companies comply with data privacy regulations by using data that they have collected with the consent of their customers.
The thing is, marketers now know the benefits of their data and identity strategies, so they want a seamless way to activate their data on different platforms, according to Travis Clinger, Senior Vice President, Activations and Addressability, LiveRamp, a data collaboration platform.
With that, LiveRamp is in a new partnership with Adobe Real-Time Customer Data Platform to natively offer the benefits of LiveRamp’s people-based identifier, RampID, to allow marketers to activate their customer data on RampID via downstream activation partners including DSPs, SSPs, CTV destinations and other premium publishers.
Marketers working with Adobe Real-Time Customer Data Platform and LiveRamp benefit from a more seamless process across the ecosystem from RampID in the Adobe Exchange Marketplace through activation.
Marketers can activate their first-party data across partners and platforms from Adobe Real-Time CDP with a single integration. The integration enables marketers to quickly connect their first-party data with RampID, enabling them to build more intelligent audiences for additional insights and better personalization.
“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,” said Anjul Bhambhri, Senior Vice President, Adobe Experience Cloud.
Bhambhri went on to say that RampID in the Adobe Exchange Marketplace enables marketers to “improve marketing personalization by finding the authenticated, privacy-safe audiences they want across all major digital platforms and nearly every top publisher.”
RampID helps companies activate their first-party data and engage with consumers at precisely the right moment with the right message. By helping marketers to connect their brand’s offline and online first-party data, RampID helps to reach and engage customers wherever they are in their journeys through LiveRamp’s Authenticated Traffic Solution.
ATS unlocks addressable inventory for targeting across channels and buying methodologies. Now, advertisers using Adobe Real-Time CDP can reach their customers across publishers on ATS and seamlessly activate on RampID.
LiveRamp’s partnership with Adobe is a way to reduce the process to leveraging RampID to a minimum number of clicks. This is important because it enables marketers “to activate direct-to-destination, giving them simplified activation with immediate scale,” said Clinger.
Edited by Alex Passett