Lytics, a cloud-based customer data platform (CDP) providing customer analytics and intelligence, partnered with LiveRamp, a data collaboration platform, to offer marketers a comprehensive view of their customers, enabling them to deliver personalized experiences.

The partnership enables Lytics to leverage LiveRamp's pseudonymous RampID to serve as a comprehensive solution for data management, data pipeline, and identity enrichment. The partnership's next phase will involve integrating LiveRamp's identity capabilities with Lytics' CDP, resulting in a unified platform that enhances the reach and effectiveness of prospect marketing. By incorporating LiveRamp's Authenticated Traffic Solution (ATS) and online identity services, Lytics' data management capabilities will enable marketers to create more complete customer profiles and cater to consumers' expectations for personalized brand experiences.

Analyst QuickTake: The partnership between Lytics and LiveRamp represents a strategic move that builds upon Lytics' previous product developments, particularly the launch of Conductor, its customer data infrastructure (CDI). By leveraging LiveRamp's identity capabilities, Lytics can now offer more comprehensive and accurate customer profiles, enabling marketers to better understand audiences and deliver personalized experiences across various marketing channels.