Environics Analytics enters an exclusive partnership with LiveRamp in Canada, unlocking a world of opportunities with data collaboration.
Environics Analytics (EA) is proud to partner with LiveRamp, opens in new window, a global leader in marketing and advertising technology, to bring its technology and services to Canada, advancing data collaboration options – including audience targeting and cross-channel measurement.
Under the terms of this partnership, EA will be the sole provider of LiveRamp’s suite of products and services in Canada, which will be made available through EA’s data collaboration and clean room environments. Complementing EA’s existing data, analytics and clean room capabilities, the addition of LiveRamp’s suite of products accelerates the capability for industry stakeholders to successfully navigate today’s challenging marketing environment.
The combined solutions will increase the use of first-party data by:
✔ Leveraging a privacy-safe identity solution
✔ Enabling audience targeting at scale
✔ Activating across the media ecosystem
✔ Providing transparent measurement on the impact of advertising spend
✔ Accessing the best analytical methods and third-party data
We are breaking down barriers for advertisers, publishers and agencies
The addition of LiveRamp's Data Collaboration Platform to EA's existing capabilities immediately provides clients with access to proven technology used by hundreds of brands, publishers and agencies around the world.
This includes connectivity to hundreds of media platforms, DSPs and SSPs.
All products and services will be managed by EA within its comprehensive ISO 31700-1 (Privacy by Design) certified data and governance framework.
Expanded addressability, targeting at scale, measurement of outcomes, without cookies
Across channels, platforms and screens, including walled gardens
Enhanced data collaboration, identity resolution, clean room services
Seamless integration with EA's platforms, analytics and third-party data
ISO-certified Privacy by Design processes for Canada, Quebec and the GDPR
Let us help you get started.
Market Dynamics & Challenges
Significant disruption is taking place in today’s marketing environment with changes impacting all stakeholders:
- For advertisers - disappearing cookies and deprecated location signals are challenging the ability to effectively target and reach relevant consumers.
- For publishers - signal loss impacts audience addressability for publishers who need to connect their inventory to audiences and attract ad spend.
- For agencies - the loss of legacy targeting capabilities means that an identity solution that is privacy compliant, effective in reaching the right consumers and can be used for scaling audiences and measuring outcomes, is paramount.
Data Collaboration is Imperative
Since 2021, EA has been making significant investments in its ‘made-in-Canada’ clean room environment and data collaboration services, including:
- Technology Infrastructure - best-in-class, interoperable and agnostic across cloud providers, enabling access to data from all environments including Azure, GCP, AWS, Snowflake, Optable, DataBricks, and CDPs.
- Application Layers - modular application layers that combine EA expertise, workflows and data with partner technology. From data hygiene and audience enrichment to statistical analysis and campaign measurement, the applications are flexible and use-case-dependent.
- Governance and Security - enhanced Privacy by Design compliance (including ISO 31700-1 certification) with oversight by EA’s Data Governance Office.
Unlock the Full Potential of Data Collaboration
Building on EA’s solid technical and functional data collaboration foundation, LiveRamp’s platform helps clients to better connect, control and activate data to transform customer experiences and generate more valuable business outcomes.
- Enterprise Identity - Organizations can break down internal data silos and leverage their first-party data to build an enterprise identity framework that protects privacy and aligns to business priorities. For external applications, including campaign activation, brands can use the pseudonymous identifier — RampID — to connect to the digital ecosystem.
- LiveRamp Data Collaboration Platform - Leveraging EA's existing technology infrastructure, data and statistical methods, this platform is designed to help advertisers and brands by providing a neutral connectivity infrastructure for secure data management, activation, measurement and collaboration between publishers, brands and partners.
- LiveRamp Clean Room, Powered by Habu - Acquired by LiveRamp in January 2024, Habu provides a simple platform to measure campaigns across all programmatic and media channels as well as walled gardens, including Amazon, Google, and Meta (Facebook), and connects data seamlessly across all clouds, walled gardens and media partners globally.
- Authenticated Traffic Solution (ATS) - ATS offers a scalable, proven solution for delivering better outcomes for publishers and is supported by more than 80 SSPs and 80 DSPs, locally and globally. There are already close to 16 million authenticated IDs available in Canada.
Frequently Asked Questions
Environics Analytics (EA) partnered with LiveRamp, a global leader in marketing and advertising technology with hundreds of clients, to accelerate our data collaboration, clean room and measurement capabilities in Canada. By integrating their proven suite of products – including their privacy-forward identity solution – with EA’s existing services we can expand clients’ ability to leverage their first party data safely and securely. This includes audience targeting and scaling, campaign activation and measurement, and data collaboration with partners while continuing to provide the best-in-class data hygiene, advanced analytics and comprehensive data privacy and governance you’ve come to expect from EA.
No, Environics Analytics is the exclusive provider of LiveRamp products and services in Canada.
A RampID is a pseudonymous identifier that creates a privacy-safe, non-identifiable ID for data collaboration or for activating campaigns in the media ecosystem. Instead of using Personally Identifiable Information (PII), such as an email, clients can use a RampID-based record, along with any accompanying attributes, for audience targeting and activation. The creation of a RampID starts with unique identifiers in your first party data such as an email but then replaces them in a way that they cannot be traced back from the newly created RampID using techniques like hashing, salting, and private key encryption to ensure the underlying consumer data remains anonymized and cannot be re-identified.
There is no need to have any consumer data processed in the US. Using a Local Encoder application hosted either by the client or by EA, a pseudonymous identifier (RampID) is created from using certain data types (e.g. hashed email, phone number, name and address). Those data remain in Canada. Only the RampID and any appended consumer attributes (e.g. loyalty tier, annual spend, products held, etc.) will be loaded to the LiveRamp platform, a SaaS-based platform currently hosted in the US.
In the initial LiveRamp solution introduced in Canada years ago, the technology and approach mirrored the identity resolution and processes in place in the US. It did not account for the different privacy landscape or the absence of a Canadian-specific identity graph due to individual level data not being available through third parties in Canada (whereas it is in the US). As a result, match rates using the LiveRamp identity solution were low. Under the current partnership, EA is not using an identity graph in Canada. Instead, we are using the RampID pseudonymous identity solution as both a privacy-forward approach for clients to onboard their first party data and a secure, transparent way to activate and measure campaigns in the media ecosystem. To that end, we are actively building out the RampID-enabled media connectivity network with platforms and publishers to maximize addressability. We will continue to evolve the identity solution to align with Canada’s data and privacy environment as well as EA’s rigorous data governance framework, policies and best practices.
Yes, this service meets all privacy regulations across Canada. As long-standing data leaders and privacy champions in Canada, consumer privacy and protection are always at the core of everything we do. We recognize the need for businesses, governments and policymakers to use data to improve the lives of Canadians, but we firmly believe this should not come at the expense of individual Canadians' privacy. Our commitment to privacy, as demonstrated by our Privacy by Design (PbD) ISO 31700-1 certification, ensures that safeguarding consumer data is embedded in our operations from the ground up. We partnered with LiveRamp not only for their proven adtech leadership but also because of their focus on privacy-centric practices. Their global experience, including in the European Union with its stringent GDPR requirements, has demonstrated their commitment to robust privacy standards globally. All LiveRamp services in Canada will be governed by EA’s privacy policies, disclosures and practices.
Both options are available. If a client organization has the resources to support the licensed products then EA can configure and implement the products within the client environment for self-serve functionality. Alternatively, if a client would prefer that EA manage the solution on their behalf, that is also an option that is available. A hybrid option is also possible where EA provides certain professional services (e.g. query and report development) for a client who may still want self-serve capability.
EAVault refers to the secure, privacy compliant environment that EA has invested in for the past 3 years. Recognizing the growing need for a safe, neutral collaboration and clean room space for organizations to share and leverage their first party data, EA created the EAVault, an environment that combines best-in-class, interoperable technology, comprehensive application layers to address a variety of use cases, and our rigorous privacy and governance protocols. The LiveRamp technology, products and services are now part of the broader EAVault environment and EA’s expanding data collaboration services. Depending on a client’s use case, we will apply the relevant suite of products, workflows and routines available within EAVault which may or may not include the LiveRamp products.
It depends on your specific situation and use case. The products and services are modular and can therefore be used independently or together depending on the client’s use case. Pricing is typically based on an annual license or retainer although projects, proofs of concept and a variety of professional services are also possible (quoted separately based on scope of requirements). EA will work with you to scope out your specific needs and requirements and will provide a comprehensive quote for the required products and services.
No, there are a range of products and services available to serve specific use cases. They work seamlessly together but can also be licensed or used in project work individually. EA will work with you to scope out your needs and provide a quote accordingly.
Absolutely. EA data can be used in a number of ways including audience targeting, enrichment and scaling. For targeting, EA data can help identify the demographics, behaviours, psychographics and other attributes that can define your ideal audience. These data can be used to enrich your first party data files prior to ingestion into the LiveRamp ecosystem. For example, if you use EA’s PRIZM segmentation data, these segments can be appended to your customer data records as the data get onboarded to the LiveRamp platform. With the PRIZM data available as an attribute, once the audience is pushed to a destination (e.g. publisher or media platform) this can be used to help find lookalike audiences and provide scale. As part of the pre-sale process and working sessions, EA will work with you to define use cases to ensure EA data is leveraged for the best outcomes including accessing workflows that EA has been perfecting for decades via APIs inside the EAVault.
Yes, all major cloud providers are supported including Snowflake, AWS, GCP and Azure. The LiveRamp and EAVault technology is fully interoperable.
How many publishers, media and walled gardens are participating in Canada?
keyboard_arrow_down
close
Currently there are over 22 million RampIDs (authenticated traffic) in the Canadian market plus the social platforms and Walled Gardens. This solution works with all major DSPs and SSPs and we expect the publisher inventory to grow significantly over the coming year.
Habu is a global leader in data clean room software and was acquired by LiveRamp in January 2024. Habu’s technology is fully interoperable across major cloud providers and applies the technology and applications to the data in-place (rather than the data having to move to the technology). This functionality enables new, self-serve measurement across platforms and walled gardens (e.g. Google, Facebook, Amazon) using a common interface and taxonomy. Clients can also benefit from a library of easy-to-use natural language queries to get the answers quickly and consistently. For those organizations looking to collaborate with partners, they can easily stand up new clean rooms in minutes. Using an intuitive workflow complete with differential privacy, permissions and user controls, Habu enables collaboration partners to connect quickly and efficiently, shortening the time to value.
LiveRamp's Authentication Traffic Solutions (ATS) is a solution that allows publishers and platforms to easily authenticate their users, benefiting consumers, advertisers and the publishers. Available at no cost, the technology enables publishers to match consented user data with a RampID, facilitating people-based advertising across the open internet without cookies. ATS allows publishers to make RampID-enabled inventory available securely and effectively for programmatic targeting, ensuring ads are relevant to users while ensuring consumer privacy. For brands and advertisers, connecting to authenticated users across the media environment provides secure, transparent activation and better campaign performance.