On a recent episode of Ecosystem Aces, Chip Rodgers, Chief Partner Officer at WorkSpan, sat down with Travis Clinger, Chief Connectivity and Ecosystem Officer at LiveRamp. They discussed LiveRamp’s role in the evolving data collaboration space, the company’s partner ecosystem, and how they are leveraging AI to enhance personalization and measurement. Here are some key takeaways from their conversation:
1. LiveRamp’s Role in the Data Collaboration Ecosystem
LiveRamp is a global leader in data collaboration, helping Fortune 500 brands harness first-party, second-party, and third-party data to enhance personalization and measurement. Their mission is to ensure brands can use data in a secure and effective way, much like how oil requires specialized infrastructure to be safely utilized.
- They connect brands with major publishers such as Meta, Google, TikTok, Disney+, and NBC Peacock to personalize consumer experiences.
- Their platform enables brands to measure the effectiveness of media spend by linking media exposure to customer actions, such as reducing churn or increasing upgrades.
- LiveRamp operates across 23 markets, tailoring its approach to local media landscapes while maintaining a global infrastructure.
2. Managing a Complex Partner EcosystemLiveRamp’s ecosystem spans thousands of partners, requiring sophisticated coordination across media, ad tech, and martech.
- They collaborate with over 23,000 publishers and 170 supply-side and demand-side ad tech companies to ensure seamless data connectivity.
- Their team works to integrate LiveRamp’s identity technology across multiple partners, replacing outdated cookie-based systems with more secure and effective solutions.
- By aligning closely with both media owners and ad tech intermediaries, LiveRamp ensures data-driven advertising delivers meaningful customer experiences.
3. Navigating Regional Nuances and RegulationsOperating in diverse global markets requires a balance between a unified product and regional customization.
- Compliance with data privacy laws like GDPR in Europe, LGPD in Brazil, and various U.S. state-level regulations necessitates a flexible, region-specific approach.
- Different cultures require different business strategies—what works in Australia’s casual business environment might not suit Japan’s formal corporate culture.
- LiveRamp’s product team works closely with business development to ensure new features align with both regulatory requirements and market needs.
4. The Role of AI in the Future of Data CollaborationArtificial intelligence is playing a growing role in LiveRamp’s product strategy and partner ecosystem.
- AI-driven insights help brands identify hidden customer segments and optimize ad targeting.
- LiveRamp is exploring how AI can personalize chatbot interactions by integrating brand data into automated conversations.
- They are also leveraging AI to enhance operational efficiencies, from coding to financial processes, reducing manual effort and improving productivity.
Looking AheadLiveRamp is focused on expanding its presence in connected TV (CTV) and emerging digital experiences like in-game advertising. With the rise of AI, they are also positioning themselves to support personalization beyond traditional advertising, into areas like fintech and healthcare tech.Final ThoughtsTravis Clinger’s insights underscore the importance of partnerships, data security, and AI innovation in today’s digital ecosystem. As businesses seek to maximize data-driven strategies, LiveRamp continues to lead the way in building a connected, compliant, and customer-centric marketing landscape.To listen to the full interview, check out the Ecosystem Aces podcast!
Chip is passionate about building strong communities and ecosystems around enterprises to build excitement for the category, deliver value for customers, and grow the business. Prior to WorkSpan, Chip was with SAP for over 13 years, most recently growing the SAP Community Network to over 2 million engaged customers, partners, and developers. He has an MBA from the University of Chicago and an engineering degree from Northwestern.
