Today Ensighten announced a strategic partnership with LiveRamp that enables Ensighten Activate customers to distribute customer data to applications that are part of the LiveRamp Connect partner program. As a result of this partnership, Ensighten customers will be able to use their preferred applications to run integrated marketing programs to the same customer segments across channels and devices.
Innovation is rapidly outpacing consolidation in the marketing technology ecosystem, creating tremendous fragmentation as new companies emerge to reach consumers in new ways. The high level of fragmentation is easy to see in diagrams like the Lumascape or Chiefmartec Marketing Techology Supergraphic, which show hundreds of application providers.
Data-driven marketers have a massive opportunity to use these technologies to reach consumers with greater impact and efficiency. Unfortunately, the tradeoff is complexity. It’s common for marketers to use dozens of specialized applications to run their marketing programs. Each of these applications creates a data silo, making it difficult to execute and measure multi-channel campaigns.
LiveRamp was created to help marketers run smarter marketing programs by connecting their preferred marketing applications to more data. We want to help marketers benefit from the power of an integrated marketing stack while maintaining the flexibility to choose best-in-class technologies for execution. To achieve this goal, we want to connect everyone in the marketing technology ecosystem and provide an alternative to building out time costly point-to-point integrations.
For more on our partnership with Ensighten, please view the interview with LiveRamp CEO Auren Hoffman and Ensighten CEO Josh Manion in AdExchanger.
Author: Travis May, VP Product, LiveRamp