San-Francisco headquartered data company LiveRamp has announced a partnership with Scowtt, an AI advertising optimisation platform.
The Seattle-based company Scowtt’s predictive AI models are set to be integrated into LiveRamp’s data collaboration platform.
Scowtt’s models use customer first-party data to create predictive, real-time signals that can improve a brand’s advertising performance.
Moving beyond backwards-looking data, like past purchases, these models can predict a customer’s future value and conversion to optimise advertising spend before a sale.
The partnership will enable marketers to pair people-based insights from LiveRamp with Scowtt’s real-time signals – these signals can flow into platforms like Google Ads and Meta.
For brands with limited first-party data, the partnership will let them use third-party data from LiveRamp to fuel Scowtt’s performance.
The companies say the integration will uphold data privacy, enabling the use of data without compromising personally identifiable information (PII).
From Probabilistic to Deterministic
Scowtt’s CEO and Founder Eduardo Indacochea said clients are seeing a 40 percent improvement in Return on Ad Spend (ROAS) by leveraging data in “a way that wasn’t possible before.”
The partnership creates a single model that combines LiveRamp’s ability to connect data across touchpoints with Scowtt’s CRM-driven predictive analytics and reflects a broader shift to Predictive Identity – the transition from knowing who a user is to being able to predict what they do next.
The collaboration aims to solve the problem of ‘signal loss’ caused by the phasing out of third-party cookies and privacy shifts.
While cookies were more ‘probabilistic’, the LiveRamp integration provides deterministic identity. This means the AI is predicting for a specific, verified individual across devices as opposed to a random browser.
