LiveRamp, the data collaboration platform, has announced the imminent launch of its latest generation platform in the APAC market. This new unified offering is designed for the end-to-end marketing lifecycle, aiming to deliver improved business outcomes and more personalised customer experiences through its optimised speed and ease-of-use.

The updated collaboration platform introduces new capabilities, including a simplified user interface, composable technology for cross-cloud interoperability, and a partner marketplace. In this marketplace, innovative third-party developers can create applications that exhibit their unique expertise. Also, LiveRamp's capabilities are amalgamated into a single user interface with simple orchestration, allowing customers to effortlessly connect audiences across partners.

Gartner's findings indicate marketing plays a significant role in data and analytic activities across the enterprise, with 71% of marketing data and analytics teams responsible for at least one element of data strategy for their organisation. LiveRamp's unified platform supports modern data architectures focused on decentralised data, thereby reducing cloud complexity and improving cloud usability for all business users, while relieving IT infrastructure constraints.

Using this platform, customers can unlock greater value across all their data collaboration needs. They can benefit from increased simplicity use, streamlined functionality, faster return-to-value with new ingestion pipelines, and improved marketing performance. There is also the opportunity to unlock new partnerships across second and third-party data.

Evan Hovorka, VP of Product and Innovation, Albertsons Media Collective noted, "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 launch of this unified platform follows the company's acquisition of Habu, a step towards faster data collaboration through superior clean room technology. With it, customers can measure campaigns across all media platforms while connecting data seamlessly across clouds, warehouses, and clean rooms.

Harvey Goldhersz, EVP of Product at Circana, commented, "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%."

Kimberly Bloomston, Chief Product Officer at LiveRamp, concludes, "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."