LiveRamp, a leading data connectivity platform, has launched the next generation of its Data Collaboration Platform.

This unified offering aims to streamline the end-to-end marketing lifecycle onto a single platform, introducing new capabilities such as a simplified user interface, composable technology for cross-cloud interoperability, and a marketplace for third-party developers.

The vendor said the platform is built on a foundation of durable, authenticated technology designed to withstand signal loss and proactively address evolving privacy considerations. According to Gartner, 71% of marketing data and analytics teams are responsible for owning at least one element of data strategy for their organisation, highlighting the need for such a platform.

The platform supports modern data architectures with a focus on decentralised data, reducing cloud complexity and improving cloud usability. Customer advantages include greater ease-of-use, streamlined functionality, enhanced user experience, and accelerated speed-to-value with new ingestion pipelines.

"A core tenet of the Albertsons Media Collective is to foster a more interconnected, collaborative ecosystem that increases access to data while minimising data movement," said VP of Product and Innovation, Albertsons Media Collective, Evan Hovorka. "LiveRamp has helped us advance this pledge with future-ready solutions that grow signal fidelity, enhance privacy, and scale data collaboration across the channels that matter most to our network. LiveRamp bringing these capabilities together more seamlessly will not only accelerate our own partnership, but the downstream value we deliver to our customers, advertisers, and ecosystem at large."

The platform also allows users to reach audiences ecosystem-wide using an enhanced activation and segmentation experience. It offers the flexibility to collaborate across second and third-party data and includes a new partner application marketplace.

"Through LiveRamp, advertisers can now pinpoint which creative messages, ad formats, audience segments, and media placements drive retail sales most effectively and efficiently. Advertisers who use Circana’s Lift solution improve return on advertising spend (ROAS) up to 80%. We’re thrilled to switch on this capability for LiveRamp, bringing Circana’s speed, superior coverage, and accuracy to an even wider audience," said EVP of Product at Circana, Harvey Goldhersz.

The launch of the unified LiveRamp Data Collaboration Platform follows the company’s acquisition of Habu, aimed at accelerating data collaboration through enhanced clean room technology.

"LiveRamp’s customers have been asking for solutions with greater simplicity and scale to unlock the value of data and drive a competitive advantage," added Chief Product Officer at LiveRamp, Kimberly Bloomston. "The launch of our fully unified platform delivers on this need by setting a new standard for powerful data collaboration built on privacy-enhancing technologies that withstand evolving signal loss and privacy requirements. LiveRamp’s recent acquisition of Habu further strengthens our ability to help customers collaborate with anyone, activate data anywhere, and measure everywhere it matters."