Payment and reconciliation companies, for example, do not make a percent of media invest (like a DSP or exchange does), but get a repaired tech charge. With the brand-new GCP combinations, those types of services can be natively incorporated into projects for joint consumers.
One advantage of the brand-new LiveRamp combination is that it combines costs on cloud services within GCP. Instead of running payment and reconciliation elsewhere– and paying that vendor elsewhere– those vendor services and payments are now incorporated into GCP. The brand then gets approved for additional scale discounts within GCP and can decrease expenses versus those subscription payment commitments.
Another benefit originates from the reality that a brand names GCP data sets arent completely connected to marketing, Arra stated. Business that build on GCP and that usage BigQuery, Googles cloud data warehouse, can send their client service records, CRM data and manufacturing and supply-chain tracking in addition to their own personnels details to the cloud.
That said, ad tech usage cases are LiveRamps bread and butter, which is why they were the initial focus of its partnership with GCP.
However although last weeks statement concentrated on campaign reconciliation and procurement, not pure ad tech, the cloud strategy works best when Googles product set all works together.
An included benefit for brands that all at once use LiveRamp, GCP and Googles Ads Data Hub is that they can match third-party advertisement IDs with Google first-party IDs for attribution and targeting. Again, however, these projects need to be trafficked through Googles advertisement tech and the identity information ncan ever leave Ads Data Hub.
” Where weve had a great deal of success remains in recognizing particular usage cases that are fixed by the combination of these services,” Arra said.
LiveRamp is active on all three major cloud platforms: GCP, Amazon Web Services and Microsofts Azure. As simply one example, LiveRamp recently announced a combination with Amazon Publisher Services to make its Authenticated Traffic Solution (LiveRamps product that collects e-mail addresses from site visitors to make it possible for addressable advertising) offered to publishers that use Amazons cloud-based header bidding and sell-side tech.
GCP and LiveRamp have a strong tactical accord, and even go to market together to win possible joint clients, Arra said.
In 2015, the French seller Carrefour introduced its online ad platform service backed by LiveRamp, Criteo and GCP (although not Google ad tech, mind, simply the cloud group).
” Our consumers are establishing their own information storage facility items in these cloud environments,” Arra said. “We need to satisfy them there, where the data lives, for our tools to be used at their sharpest.”
Advertisement tech business when got market share through optimization bake-offs, in agency conference rooms and on the beaches of Cannes.
Now, wins come from the cloud.
” The cloud and first-party data are taking off today,” said James Arra, LiveRamps head of cloud partnerships.
Thats why LiveRamp has forged a tactical relationship with Google Cloud Platform (GCP), he said.
Beyond the strategic partnership, LiveRamp is also a GCP client with its own system built on Google Cloud.
Recently, LiveRamp broadened its GCP combinations so that any of its clients can use its tech to support services such as digital ad payments, reconciliation and procurement. The evolution of LiveRamps relationship with GCP constructs on an identity information collaboration revealed in April of in 2015 that permits joint clients to sync LiveRamp IDs within GCP and after that use those IDs for ad targeting or measurement (as long as the projects are trafficked by Googles advertisement tech).
The new collaborations exceed advertisement tech tools, like the Ads Data Hub integration which is directly about planning and purchasing media, Arra said.