LiveRamp has expanded its partnership with Microsoft Advertising to integrate its Clean Room technology, facilitating privacy-centric connected TV (CTV) measurement. The collaboration leverages Microsoft Azure Confidential Compute to allow joint customers to securely connect first-, second-, and third-party data across Microsoft properties.
This partnership addresses the critical gap in CTV measurement caused by fragmentation and the deprecation of traditional identifiers. By merging LiveRamp’s identity resolution with Microsoft’s cloud infrastructure, advertisers gain a secure environment to prove ROI without compromising user privacy. For the broader ecosystem, this signals a shift toward server-side, confidential computing as the standard for high-stakes media measurement. Marketers should monitor whether this collaboration successfully bridges the gap between top-of-funnel CTV awareness and lower-funnel conversion data, particularly as Microsoft expands its footprint via its Netflix ad-tech partnership. Watch for the adoption rate among retail media networks seeking to close the loop on CTV spend.
LiveRamp has been consolidating the data clean room category to strengthen its position as a cross-platform measurement layer. In January 2024, LiveRamp announced plans to acquire Habu in a deal worth $200 million, combining Habu's cross-cloud clean room software, which had native applications for Google's Ads Data Hub and Amazon Marketing Cloud, with LiveRamp's identity graph and open-web strengths. The acquisition, completed on January 31, 2024, was framed by LiveRamp Chief Strategy Officer David Eisenberg as establishing the industry-leading interoperable platform for data collaboration across all clouds and walled gardens globally. The Habu technology now powers the Microsoft clean room integration announced in this story.
The competitive landscape for CTV clean rooms intensified in August 2024 when Netflix unveiled its own clean room integrations. Netflix announced new partnerships with Snowflake, InfoSum, and LiveRamp to give advertisers secure environments for audience overlap analysis and last-touch attribution, a move that coincided with Netflix expanding programmatic selling through The Trade Desk, Google DV360, and Microsoft's Xandr. The Netflix clean room rollout signals that attribution is next on the platform's ad product roadmap, and LiveRamp's inclusion alongside Snowflake and InfoSum validates its role as a neutral measurement layer across walled gardens.
The Microsoft partnership itself builds on a multi-year relationship. Advanced Television reported that the integration uses LiveRamp's Data Collaboration Platform powered by Habu to connect data sets across TV, CTV, social media, digital, retail, and programmatic channels, with Azure Confidential Compute providing the privacy layer. Microsoft Advertising previously named LiveRamp its 2021 Client Partner of the Year for the Authenticated Traffic Solution, which helped Microsoft increase CPMs by more than 40% and delivered advertiser lifts of 70 to 80%, establishing the commercial foundation for the current measurement collaboration.
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