Data Collaboration Unlocks Insights for Marketers: LiveRamps Daniella Harkins Beet.TV [Video]

CANNES – Privacy laws in many parts of the world have limited how brands can use people’s personally identifiable information for advertising and marketing. Amid these restrictions on the data they collect, brands must find ways to collaborate with other data sources to improve the effectiveness of their ad campaigns.

Data collaboration is “how you can leverage your data, partner data and third-party data in a way that you can action off of it, drive insights off of it,” Daniella Harkins, senior vice president of go-to-market at LiveRamp, said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity.

Data clean rooms allow marketers to match their consumer-data records with other sources of information without commingling them. The aim is to preserve data privacy.

“When it’s oftentimes correlated with a clean room, and then the other piece of it is: it’s really around partner …