LiveRamp has announced a strategic partnership with Scowtt, an AI-powered advertising optimization platform, to integrate Scowtt’s predictive AI models directly into LiveRamp’s data collaboration platform, creating what both companies describe as the first of its kind alliance that brings predictive first-party CRM-based signals into mainstream campaign optimisation and delivers significant value for marketers across major advertising and programmatic channels. Under the agreement, Scowtt’s models—which analyse customers’ first-party CRM data to produce predictive, real-time optimization signals—will be made available within LiveRamp’s infrastructure, enabling marketers to activate predictive optimization scores alongside their audience segments without requiring disruptive technological changes or adoption of new systems, and promising uplift in return on ad spend (ROAS) by leveraging enhanced insights that go beyond traditional web-based signals. “Scowtt’s mission to use AI to help advertisers unlock the potential of their CRM data aligns perfectly with LiveRamp’s focus on using data collaboration to supercharge the benefits of data,” said Eduardo Indacochea, CEO and Founder of Scowtt. “LiveRamp is the first to combine the power of data collaboration with Scowtt’s CRM-driven prediction and proprietary conversion value models. This creates a new way to deliver better optimization for marketers, where clients are seeing 40%+ improvement in ROAS by leveraging data in a way that was never possible before.”
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Scowtt’s predictive models generate continuous performance signals that sync with LiveRamp’s deterministic identity resolution capabilities, helping marketers connect individual consumer data across touchpoints in a privacy-centric manner and enabling dynamic optimisation that improves ad targeting and relevance. “LiveRamp is committed to helping our customers harness the cutting edge of AI tools, both within our platform, as well as through our extensive data collaboration network of integrations and partners,” said Dave Eisenberg, Chief Strategy Officer at LiveRamp. “LiveRamp customers can be assured they’re maximizing media performance via Scowtt’s proven AI models, built by experts that know the major platforms inside and out.” LiveRamp customers with limited CRM data can also augment performance using third-party data for targeting and intent.
