LiveRamp Launches Advanced Media Capabilities to Empower Databricks' New Agentic CDP

At the 2026 Data + AI Summit, Databricks introduced CustomerLake and the Agentic CDP category: a revolutionary new approach to customer data and AI-native marketing embedded directly in Databricks. 

As a trusted launch partner, LiveRamp is excited to announce new capabilities and improved data connectivity with Databricks.  Today, LiveRamp launches embedded identity, activation, collaboration, and measurement solutions that enable joint customers to unlock intelligence for advertising and marketing.  

LiveRamp and Databricks’ shared commitment to interoperability and privacy-by-design gives teams the flexibility to build and power AI-driven marketing solutions while maintaining strict data governance. LiveRamp’s deterministic identity ensures AI workflows are fueled by the most comprehensive and accurate data. As a result, brands can generate richer signals by connecting Databricks’ Agentic CDP to the broader digital ecosystem with unmatched precision. 

CustomerLake and LiveRamp Unlock AI-Native Marketing at Scale

Databricks CustomerLake gives marketing and data teams agentic interfaces to unify customer data, automate campaigns, and personalize experiences at massive scale on the governed Data + AI foundation their business already runs on — without creating new silos, duplicating sensitive data, or adding martech complexity.

Key benefits of the new architecture include: 

• Designed for the AI era, with agentic interfaces that help marketing and data teams unify customer data, activate campaigns, and personalize experiences at massive scale.
• Built on shared, governed customer context, so marketers, data teams, and agents can work together without creating new silos, duplicating sensitive data, or adding martech complexity.
• Extensible through a strong partner ecosystem across the identity, enrichment, activation, measurement, and customer experience tools marketers already use.

LiveRamp Supercharges Databricks’ Agentic CDP with Robust Identity and Signals 

Databricks CustomerLake provides a high-performance foundation for data centralization and AI orchestration. LiveRamp extends this architecture to the broader advertising ecosystem, enabling analysts and marketing teams to collaborate seamlessly – delivering the precise insights needed to optimize media spend and pinpoint the best segments, channels, and campaigns.

By building a secure, connected identity foundation with LiveRamp, marketers and data teams can seamlessly build end-to-end marketing and advertising workflows within CustomerLake. LiveRamp delivers far more than standard personal data matching, enabling media and data teams to securely match audience data and signals from Databricks to external partners – whether activating audiences, collaborating in a clean room, or measuring campaigns across media channels.

This powerful combination delivers the robust reach and measurement required to fuel AI-powered marketing across four core use cases: 

• Build a composable, enterprise identity foundation natively in CustomerLake: LiveRamp resolves fragmented customer data and device IDs into a persistent, single view using our durable and interoperable identifier, RampID. Running natively with zero data copies and fully governed via Unity Catalog, this embedded solution powers high match rates across first, second, and third-party data for advanced marketing, clean room, and autonomous agent workflows. CustomerLake’s Profile Agents work with LiveRamp to turn raw data into business-ready Customer 360 profiles directly in Databricks.

• Seamlessly activate from Databricks to over 500 media destinations: Activate audiences generated by CustomerLake’s Campaign Agents across LiveRamp’s vast network of destinations including CTV, social, and mobile. Turn fragmented touchpoints into a complete view of the customer journey while enriching internal datasets via the LiveRamp Data Marketplace.

• Securely unlock new second and third-party insights: Accelerate your data collaboration strategy by securely generating new insights with partners and premium publishers using the LiveRamp Clean Room. Boost advertising and commerce media ROI by creating a cross-funnel view for targeting and measurement, powered by Databricks’ scalable architecture and Genie for conversational analytics. 

• Continuously optimize the Databricks marketing engine: Close the loop on marketing spend leveraging robust Cross-Media Intelligence, Conversion API (CAPI) support, and incrementality metrics to calculate accurate ROI natively using Databricks CustomerLake.

"Our customers are asking for simple and scalable ways to combine and activate otherwise siloed customer data into personalized, intelligent experiences alongside the myriad of tools they already use,” said Stephen Orban, SVP Product Partnerships and Ecosystem at  Databricks. “Databricks has always been built on openness and customer choice, and partners have a significant opportunity to integrate directly with CustomerLake to meet customers where their data and agents already live and deliver the next generation of marketing solutions on a unified foundation.” 

Ready to supercharge your agentic workflows? Explore how LiveRamp’s embedded solutions and Databricks CustomerLake can elevate your customer engagement strategy today here.