Microsoft deepens partnership with live acceleration
Microsoft Advertising has named LiveRamp as its 2021 Microsoft Client Partner of the Year, marking a significant collaboration aimed at delivering greater value to customers amidst cookie deprecation and other loss of signals.
This partnership, which also includes Accenture, is focused on improving omnichannel measures through data set linking based on confidential databases across premium channels and exclusive Connected TV (CTV) inventory.
The collaboration leverages LiveRamp's Data Collaboration Platform powered by Habu, which unlocks previously inaccessible data sets across TV, CTV, social media, digital, retail, and programmatic. Microsoft Azure Confidential Compute technology is used to enhance data privacy and security protections, ensuring a secure and trusted environment.
Travis Clinger, Chief Connectivity and Ecosystem Officer, stated that this collaboration furthers their commitment to interoperability and building a privacy-centric ecosystem. The prioritization of a privacy-conscious and transparent approach led Microsoft Advertising to implement LiveRamp's Authenticated Traffic Solution.
Lynne Kjolso, VP, Global Partnerships and Retail Media at Microsoft, added that the collaboration aims to provide privacy-forward solutions and strategic collaborations to safely unlock more insights. LiveRamp's acquisition of Habu aims to accelerate data collaboration through enhanced clean room technology.
LiveRamp's Authenticated Traffic Solution is already being used by Microsoft Advertising. This partnership is expected to make the customer experience more seamless, powerful, and impactful, marking a pivotal year for advertising. According to Travis Clinger, this collaboration is a game-changer for the industry.
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