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Data Collaboration 101 Glossary: Acronyms & Definitions to Know

  • 3 min read

In a survey we fielded at RampUp 2023, almost 80% of respondents shared that they see data collaboration as very important to their business strategy. This is exciting and heralds a new era for data collaboration—one where companies of any size or vertical can answer big questions such as:

  • How can I ensure that my product is always on the shelf wherever my shoppers are?
  • Can I launch a new, co-branded product without decreasing sales for existing ones?
  • What percentage of food waste am I inadvertently causing and how can I reduce it? 

Now is the time for all companies to explore data collaboration and discover the unique business and brand value it can unlock.

What is data collaboration?

Put simply, data collaboration uses technology to combine and analyze data sets within an organization or with partners to enable a wide range of use cases, from uncovering new consumer insights and enabling accurate cross-screen measurement to expanding reach and creating brand-building media networks. LiveRamp is proud to partner with the world’s most innovative companies to unlock new possibilities for building enterprise value through data collaboration. 

Data collaboration can be intracompany (connecting data silos), cross-brand, cross-industry, cross-cloud, and more. 

Here are a few other common terms to know as you explore the next steps in your data collaboration journey.


A customer data platform (CDP) is a solution that gathers and unifies first-party customer data—from multiple sources—to build a single, organized, complete view of each customer.

Clean Room

Data clean rooms are neutral spaces where two or more parties can collaborate without either party (or parties) having access to the other’s customer directly identifiable personal data.





Consumer packaged goods (CPG) are items used daily by average consumers that require routine replenishment, such as food, beverages and household products.These goods are produced on a large scale and generally have a short lifespan. CPG companies sell their goods to retailers, which in turn sell to consumers.


Solution or technology for managing your company’s relationships and interactions with customers and potential customers.

Data Collaboration

Data collaboration is gathering and sharing data from various sources to unlock combined data insights that can be used to create new products, run analytics or build targeted campaigns.

Data Stack

A data stack helps an organization efficiently access and manage data by effectively unifying, modeling, analyzing, and activating all the data you need to make the data-driven decisions that power better results, driving impactful customer experiences.


Data Management Platform (DMP) is an execution hub where audiences are collected and marketing campaigns are launched, analyzed, and optimized


Identity connects online and offline touch points across the consumer journey while keeping a customer’s personal information secure with a single unified customer ID.

Identity Resolution

Identify resolution is the near real-time process of connecting hundreds of identifiers, used by different channels, platforms and devices.

It enables marketers—along with supporting agencies, technology platforms, data owners and publishers—to tie them back to the same person in a deterministic, privacy-conscious way for people-based targeting, measurement and personalization.


This is a mechanism in which you can collaborate, activate, measure, target, and attribute downstream or upstream touchpoints in a way that doesn’t break the customer journey and does not leave the core identifier or person or household being fragmented or unknown. This method provides opportunities for partner collaboration, identity resolution, measurement, attribution, as well as return on investment.


Intellectual property is the richest source of insight into your ideal customer—data that’s collected, owned, and managed by your organization. It’s the data collected by you, from your audience and customers, and stored in your systems.

So, technically, it should be the easiest to learn from and activate. But if you can’t tie the data in all your siloed systems (like your marketing platforms, CRMs, POS systems, ERPs, contact center databases, etc.) back to real people, it’s not so easy to tap into.

Learn more in The Marketer’s Guide to Business Transformation through Data Collaboration.

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