Environics Analytics (EA) has partnered with platform LiveRamp to help Canadian companies use data more effectively and securely for marketing purposes, while respecting privacy regulations.

The partnership will combine LiveRamp’s technology with EA’s existing data capabilities. The Toronto-based company will be the exclusive provider of LiveRamp’s products and services in the country.

Brands will now be able to share and combine their data with other first-party data of partners, platforms and publishers without revealing individual customer IDs. The agreement will allow marketers to connect to LiveRamp’s privacy-centric identifier, RampID, which improves campaign targeting, activation and measurement without relying on third-party cookies.

Advertisers will have access to LiveRamp’s platform for data measurement across all cloud, programmatic and media channels, including Amazon, Google and Facebook. EA’s expertise in data cleansing and optimization will be combined with LiveRamp’s analytics tools to improve data quality and analysis.

Users will also be able to use LiveRamp’s free Authenticated Traffic Solution, adapted to the Canadian privacy legislation. The solution helps publishers authenticate their inventory, enabling better targeting for advertisers.

“LiveRamp’s products and services are the perfect complement to EA’s existing data, analytics, and marketing collaboration services in Canada,” said Jan Kestle, president of Environics Analytics. “In this small market, we have built our business based on partnerships – rather than trying to do it all ourselves.”

For his part, Vihan Sharma, chief revenue officer of LiveRamp, said “With a shared vision of the power of data collaboration, we will help clients transform how they connect, analyze, activate, and measure data in the privacy-forward ecosystem. The combination of LiveRamp’s identity technology, flexible solutions, and premier partner ecosystem, paired with EA’s deep Canadian expertise, will arm clients with an unmatched set of future-facing capabilities that drive their business forward.”

EA inks the deal with LiveRamp after expanding its partnership with cloud company Snowflake to add new data collaboration functions to the company’s EAVault cleanroom environment. The EAVault clean room environment enables partnering organizations to securely connect their first-party data to explore opportunities for co-marketing, sponsorship, mergers and acquisitions, audience targeting, campaign activation and attribution.