REMAX is moving in with LiveRamp. Or is the other way around? 🤔
As data clean rooms continue to gain traction, last week, REMAX announced that it will integrate its REMAX Media Network with data collaboration platform LiveRamp. According to the press release, the integration will bring REMAX’s “vast monthly digital audience of 7.6 million users and 24.7 million impressions” into LiveRamp’s data clean room (DCR) to support audience targeting and media measurement.
The release suggests a two-way benefit: LiveRamp customers gain access to REMAX’s audience data, while advertisers on the REMAX Media Network can use LiveRamp’s DCR to enhance their campaigns with data from LiveRamp’s network of more than 900 partners and customers. Essentially, both parties can now better collaborate and enrich their targeting through the DCR.
Why This Matters:
For REMAX, the integration highlights a key reality in digital advertising: first-party data is powerful, but it becomes even more valuable when enriched with broader datasets. By tapping into LiveRamp’s extensive network, REMAX can scale its audience data and improve usability for targeting, which is important to advertisers looking to balance precision and reach. (REMAX’s Media Network has been around for a few years now – now, this signals that they are evolving on the data side.)
For LiveRamp, it’s another meaningful win. The company’s stock is up nearly 19% over the past month, and this partnership adds to a growing list of media network integrations in 2024. In addition to REMAX, LiveRamp has also announced partnerships with Western Union’s media network and Mohegan, the latter of which was to build the first casino-related media network. The trend is clear: LiveRamp is positioning itself as a key data partner for emerging retail and media networks.
Experts React:
LiveRamp’s data network remains a central part of its growth strategy. On the company’s most recent earnings call, CEO Scott Howe highlighted the traction they’re seeing—especially within retail media:
“Publishers and commerce media networks use our clean room solution to enhance the value and effectiveness of their advertising inventory through improved targeting and measurement capabilities. Advertisers are able to seamlessly connect to a broad network of premium publishers to achieve greater reach, richer consumer insights, execute more sophisticated campaign strategies, and measure their marketing outcomes, such as return on ad spend.
The customer upsells and new logo wins we had this quarter exemplify the growth across our network.
We secured a high six-figure upsell on a multi-million-dollar, two-year contract with a leading mass-market retailer in the U.S. The upsell spanned our identity, connectivity, and clean room solutions—bringing their retail media network into our network as a data owner.
We also signed a seven-figure upsell on a multi-million-dollar, three-year contract with a large quick service restaurant, which will be using our clean room solution as a data consumer.
Our collaboration network is also helping drive new logos. This quarter, we signed a top-five retail media network to our clean room as a data owner for a high six-figure annual contract value. Finally, we signed a seven-figure new logo contract with a global hotel and resort operator. That two-year deal includes our clean room solution as the data consumer, alongside our identity and connectivity products.”
Our Take:
With InfoSum recently being acquired by WPP, LiveRamp’s data clean room stands out even more as an independent solution, perhaps, not tied to any one agency. That independence is valuable, and LiveRamp also benefits from offering a more comprehensive platform rather than being “just” a clean room provider. While InfoSum often criticized LiveRamp for selling data alongside collaboration tools, the reality is that a unified, all-in-one offering makes strategic sense—and InfoSum’s narrower focus may have ultimately limited its appeal.
