Advancing the Foundation for Agentic Marketing

Last year, we introduced the vision for how customers and partners can use the LiveRamp platform to power agentic marketing, leveraging data and models connected to our collaboration network.

As AI capabilities rapidly mature in enterprise marketing workflows, we are fortunate to have a front-row seat to the pace of innovation. The most effective use cases we see rely on high-fidelity data grounding across channels and clouds. That foundation – built on first-, second-, and third-party data and the industry’s most connected data collaboration network – provides the underlying API infrastructure and data context for agents to actively execute across identity, planning, segmentation, activation, measurement, and optimization.

With this release, we’re advancing that foundation to enable coordinated, agent-driven execution across the marketing lifecycle.

From Hypothesis to Proof

Across the ecosystem, brands are looking for ways to ingest more signals and turn them into deterministic outcomes. The pace of this innovation is charting paths through previously elusive challenges:

• How can a brand operationalize and achieve the full potential of relevant commerce media channels?
• Which data, media, or platform partners should be integrated to drive incremental outcomes?
• How can we establish a unified environment to test, measure, and optimize across channels?
• How can we maintain strict visibility and control over scale versus efficiency?

The data-driven marketing process involves numerous complex phases: planning, audience construction, experimental design, execution, and continuous measurement. We’re watching agents move beyond rigid automation, using dynamic reasoning and adaptive planning to orchestrate these workflows at scale.

The industry’s push toward composable agent architectures and interoperable frameworks is both necessary and a clear indicator of the demand for true agentic workflows. Because marketing campaigns run across highly fragmented ecosystems, agents must be able to orchestrate across silos – relying on foundational identity and true interoperability to drive closed-loop measurement and continuous optimization.

From Insight to Optimization

Taking this further, we’ve strengthened Cross-Media Intelligence and signal delivery so insights don’t just sit in dashboards – they act as deterministic triggers for agentic action.

Expanded reporting flexibility, deeper efficiency insights, and optimization signals enable markets to measure and optimize across channels. For collaboration partners on both the buy and sell sides, enterprises are demanding the ability to drive measurable outcomes and prove incrementality.

When measurement is consistent across partners and channels, and that measurement can power feedback loop signals, optimization compounds – whether those workflows are managed directly by marketers or orchestrated autonomously through agents.

Extending What’s Possible Through Partners

Agentic marketing doesn’t scale in isolation. It scales through ecosystems.

That’s why the LiveRamp Marketplace is evolving into a composable ecosystem of data, models, and applications. Builders can deploy specialized agents directly on top of LiveRamp’s identity-connected foundation – with built-in governance and access to the industry’s most connected data collaboration network.

We focus on what we do best: identity resolution, interoperability, data governance, and scale. Our partners build on top of that foundation to extend what is computationally possible. That’s how innovation compounds.

Bringing It Together

Agentic marketing isn’t about automation for its own sake. It’s about creating connected systems that can reason, plan, execute, and continuously improve, fully powered by trusted identity and governed collaboration.

This release advances our operating model, giving marketers the flexibility to run agent-powered workflows in the way that works best for their architecture – directly, through partners, or by deploying their own custom agents – all securely grounded in LiveRamp’s deterministic foundation.

To preserve architectural integrity and governance as agentic workflows scale, we are selectively enabling a limited number of builders to deploy agents directly on our identity-connected infrastructure. These early collaborators will help establish the interoperability frameworks required.

Explore the release notes and press release to learn more, and if you’re at RampUp, come see the platform in action.