CANNES — For retail media networks looking to leverage data collaboration for commerce, the world looks full of opportunity – and increasing complexity.
In this video interview with Beet.TV, Frederick Stanichev, VP Sales at LiveInsights, LiveRamp, says companies are looking to move forward.
“One best practice, one thing that we see now emerging more and more is about simplification,” he says. “So basically have a ready to use product, meaning data is ready, queries and analytics already, and both parties know how to use this, how this has actually been running.”
Removing Obstacles
But Stanichev thinks things are improving.
“When we think about the obstacles, about maybe a year or two ago it was (that) technology could still be an obstacle. I don’t think that’s actually the case anymore,” Stanichev says.
“I think it’s a lot more about alignment on the use cases and what needs to be executed because both parties actually need to agree upon it.”
LiveRamp’s Habu Acquisition Removes Technological Obstacles
Stanichev is particularly excited about LiveRamp’s recent acquisition of Habu, which he believes will help remove technological obstacles to data collaboration. Habu aims to enable collaboration regardless of where the data lives, while LiveRamp offers identity resolution.
“LiveRamp acquired Habu five months ago and that was about removing technological obstacles,” Stanichev says. “And so when you think about the two obstacles we were saying were – the cloud infrastructure, meaning the two partners need to be in similar cloud in order to perform the tech collaboration – so now Habu enables to perform the collaboration no matter where the data lives.”
LiveRamp Acquired Habu To Make Data Integration User-Friendly: CEO Howe
As LiveRamp and Habu integrate their products, Stanichev believes this will relieve both parties from big technological obstacles and enable the expansion of commerce media.
“I think now that we are building the integration of both products together, this actually relieve both parties from big technological obstacles and should actually go and enable the expansion for commercial media,” he says.
You’re watching “Global Leadership Summit: Retail & Commerce Media,” a Beet.TV Leadership Series at Cannes Lions 2024 presented by CMX, Criteo, LiveRamp & Snap. For more videos from this series, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
