- McKenna Sweazey
LiveRamp & Truthset Announce Partnership Providing New Access To Truthset’s Accuracy Scores
Updated: Mar 11, 2022
This week at RampUp, LiveRamp announced a partnership with Snowflake’s Media Data Cloud. With the inclusion of Truthset’s accuracy scores, now available in LiveRamp, these partnerships will ensure that brands, agencies, and publishers have access to highly accurate, permissioned data.
In the words of Truthset CEO, Scott McKinley, “This partnership combines Truthset’s data accuracy service with LiveRamp’s best-in-class identity to provide a standardized platform for marketers to build and measure audiences with confidence. Any brand, platform, supplier, or publisher can access the combined service directly in Snowflake to improve the precision, predictability, and performance of cross-media advertising.”
Core to safe, secure data collaboration is not only LiveRamp and Snowflake’s shared ethos and innovation in privacy technologies, but also their partnerships with companies that further ensure that brands, agencies, and publishers have access to highly accurate, permissioned data. These partnerships will “Power Cloud-Based Data Collaboration and Accuracy” as well as “Harmonize TV Measurement and New Currencies through Data Collaboration”
One of the keys to harmonizing TV measurement is the inclusion of Truthscores ™ in LiveRamp, Truthset’s proprietary scoring system for accurate demographic data. This will allow buyers, sellers and measurement providers to leverage currency grade demos by seamlessly matching with Truthset’s data asset to provide standardized demographic accuracy scores for building and measuring media audiences within Snowflake’s Media Data Cloud.