In 2022, LiveRamp Holdings Inc. announced that it would bring its online identity and transaction capabilities to Snowflake Inc.’s Media Data Cloud. LiveRamp was natively embedding its platform into customers’ cloud environments to deliver a more robust data foundation.The news highlighted how important data platforms have become to marketers as they seek to drive more personalized marketing experiences by leveraging identity, insights and measurement.“Technology platforms are also big in this space now, because marketers are trying to optimize their workflows,” said Lisa Cramer (pictured, right), head of embedded products at LiveRamp