LiveRamp Launches ‘Safe Haven’ For Permission-Enabled Data Sharing

LiveRamp Launches ‘Safe Haven’ For Permission-Enabled Data Sharing
SHARE
THIS



Liveramp has launched LiveRamp Safe Haven – a new platform that enables secure, permission-enabled data sharing for brands and their partners.

LiveRamp Safe Haven enables omnichannel data and audience collaboration in a neutral, permission-controlled, privacy-first environment to ensure the safety and security of data while delivering the highest possible matches between partners.

Sitting on top of a foundation of identity resolution, LiveRamp Safe Haven provides advanced analytics tools to help businesses such as brands, retailers and media networks collaborate with their partners and extract insights from event-level data to inform business decisions and unlock outcome-based measurement capabilities. Example use cases of LiveRamp Safe Haven include the ability to connect a brand with a retailer to refine audience segments with transaction data, or connect a publisher with an advertiser to curate audiences and measure outcomes.

“The LiveRamp Safe Haven is all about enabling next-generation data partnerships. The vision for this platform is to create natural data sharing relationships between brands and their partners in order to deliver the best possible customer experiences,” said LiveRamp president Warren Jenson.

“For example, if you’re a retailer, you’ve historically been limited in your ability to deliver shopper insights to your CPG partners. With LiveRamp Safe Haven, you now have the capability to collaborate with your CPGs and provide them the insights they need to better serve your mutual customers.”

This launch affirms LiveRamp’s position as the industry’s neutral and agnostic data connectivity solution, while delivering a strategic alternative for advertisers looking to maximise the business value of their proprietary data. LiveRamp Safe Haven is relevant across many verticals, such as retail, CPG, travel, publishers, and also inclusive of applications outside of adtech.

The untapped advertising opportunity for retailers is massive. A 2019 Digiday survey of 71 media buyers found that 90 per cent of marketers advertise with Amazon, but only a handful spend ad dollars with retail powerhouses like Target, Walmart, eBay, and Kroger. Congruently, the vast majority (87 per cent) of shoppers begin product searches on digital channels. Of those, 28% start out on marketplaces like Amazon and eBay, a 22 per cent increase from last year, according to new research from Salesforce and Publicis.Sapient. Therein lies a significant opportunity for brands—including retailers—to corner a growing market and convert retailer searches into new revenue streams.

Jenson continued, “As the advertising system becomes increasingly complex, brands need to consider LiveRamp Safe Haven as a way to diversify sources of trusted data in a privacy- and consumer-first way.”

 

Please login with linkedin to comment

Data liveramp

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]