LiveRamp Unveils Safe Haven, Its Answer to Privacy Demands

LiveRamp has unveiled a new product that it claims will help advertisers and media owners better share data-led customer insights while respecting privacy laws like the California Consumer Privacy Act and Europe’s General Data Protection Regulation.
The offering, named Safe Haven, will let stakeholders in the media ecosystem develop data partnerships in “in a neutral, permission-controlled, privacy-first environment,” LiveRamp said in a statement.
Safe Haven is also applicable for retailers that want to collaborate with partners to generate enhanced customer insights by analyzing the transaction data of certain audience segments, according to LiveRamp. Many retailers are already developing their own media networks.
“If you’re a retailer, you’ve historically been limited in your ability to deliver shopper insights to your CPG partners,” LiveRamp president Warren Jenson said in a press release. “With LiveRamp Safe Haven, you now have the capability to collaborate with your CPGs and provide them the insights they need to better serve your mutual customers.”
The mar-tech ecosystem is entering a period of profound uncertainty as platform providers like Apple, Facebook and Google heed the rising tide of public expectations over data privacy.
As a result, LiveRamp is attempting to position itself as an agnostic player that can help different tiers of the media landscape interact more efficiently. CEO Scott Howe recently told investors that he saw such changes as “an opportunity.”
The publicly listed company is poised to kick off RampUp, its annual two-day conference in San Francisco. The event, which begins today, is taking place just days after LiveRamp’s tussle with Kochava over the exclusive right to use the trademark IdentityLink took another turn, with the latter of the pair filing a counterclaim to an earlier lawsuit.