Advancing Agentic Marketing Across the LiveRamp Platform

Our latest release advances agentic marketing across the LiveRamp platform by enabling AI agents to operate across identity, segmentation, activation, and measurement – unlocking the best of LiveRamp within one connected foundation. 

We’re also:

• Expanding precision planning with integrated lookalike modeling and cross-platform holdouts
• Strengthening incrementality and measurable performance across channels
• Deepening measurement intelligence and embedded cloud-based identity capabilities

Explore these innovations at RampUp and discover how the LiveRamp Data Collaboration Platform brings it all together.

To learn more, see our release highlights below, read the full press release, and check out the latest blog from Chief Product Officer, Matt Karasick.

Release Highlights

Live/Access

Our Live/Access portfolio expands the value of the LiveRamp Marketplace – deepening consumer understanding, enabling second-party collaboration, and opening new monetization pathways across data, models, and agents.

An Evolving Marketplace: Models, Agents, and Applications

Extend the Marketplace to support advanced modeling and agent-driven workflows:

• Models and lookalike solutions: Buyers can connect with builders offering advanced lookalike models to enhance prospecting and audience expansion.
• Agents and applications: Access agents and applications that streamline audience building, optimization, and measurement within the clean room.‍
• Builder ecosystem expansion: Partners and solution providers can now build and license solutions directly on the LiveRamp platform – unlocking new revenue streams and industry-specific innovation. 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.

Marketplace Performance and Visibility

Enhance reliability and transparency for data sellers and buyers:

• Speed and reliability upgrades: Improve data delivery with prioritized processing during high-demand periods for select categories, ensuring consistent delivery within 24 hours from upload to activation.
• Reporting insights and alerts: New weekly reporting provides data sellers with a comprehensive view of data usage across activation platforms – helping identify high-performing segments, uncover growth opportunities, and optimize offerings.

Learn more about Marketplace.

Live/Connectivity 

Our Live/Connectivity product portfolio enables identity-powered audience planning and activation at scale across the adtech and martech ecosystem – powered by RampID, LiveRamp’s interoperable, durable identifier.

‍AI Segment Builder and Precision Audience Planning

Take control of your audience planning across first-, second-, and third-party data in one centralized workflow

• AI segment builder: Build and activate personalized audiences across media channels using natural language commands and real-time human in the loop revisions.
  
• Streamlined audience enrichment: Combine CRM, loyalty, and website events with second-party collaboration and Marketplace data within a single planning environment to unlock new insights.
  
• Integrated lookalike modeling: Expand prospect acquisition to fuel growth with high-performance lookalike modeling built directly into the workflow – no data science experience necessary.
  Apply identity-based control groups across campaigns to measure audience sales lift consistently across media platforms and clean room environments.
• Cross-platform holdouts: Apply identity-based control groups across campaigns to measure audience sales lift consistently across media platforms and clean room environments.

Expanded Destination Network

Reach authenticated audiences in new, high-impact environments:

• Gaming: LiveRamp’s destination network now includes gaming, enabling advertisers to  reach shoppers during their most engaged moments. ‍
• Global expansion Netflix Ads activation: Activate first-party segments across Netflix premium CTV inventory in select international markets including the UK, France, Germany, Italy, Spain, Australia, Japan, Brazil, Mexico, and Canada. Netflix is one of the world’s leading entertainment services with more than 325 million paid subscribers across more than 190 countries and 190 million monthly active viewers on its ad tier.

Learn more about Segmentation and view the LiveRamp Partner Directory.

Live/Insights

Our Live/Insights product portfolio strengthens cross-channel visibility and optimization by delivering expanded capabilities across measurement, analytics, and AI.

Cross-Media Intelligence 

Strengthening cross-channel measurement with more flexible and performance-focused analysis:

• Conversion efficiency insights: Evaluate publisher performance based on conversion effectiveness – optimizing toward impact, not just total sales volume. See which publishers convert impressions into outcomes most efficiently for optimization based on impact, not just scale.
• Expanded reporting flexibility: Group media assets by strategy, creative, or publisher type and automatically recalculate performance to at that level, aligning optimization with how media is actually planned and evaluated.
• Expanded publishers and third-party datasets: Broaden visibility into media plan performance and lower-funnel outcomes with additional social publishers and third-party datasets.

Learn more about Cross-Media Intelligence.

Conversion APIs (CAPI) 

Expanding signal delivery options to support more in-platform optimization use cases, including:

• Mobile in-app signals for Meta and Pinterest
• Web signals for Amazon Ads and Yahoo

Commerce Media Networks

Delivering stronger incrementality and governance for media networks:

• Audience lift measurement: New audience lift insights enable commerce media networks and their brand partners to measure true incremental impact by comparing activated audiences against identity-based control groups tied directly to sales data. 
• Signal filtering: Precisely manage which events and attributes are shared with platforms –  improving in-flight optimization quality while maintaining data governance and minimizing data sharing. 
• Customizable insights beyond retail media networks: Media networks outside of the retail industry can now deploy templated insights for their brand partners, creating a fast-track to standardized, repeatable analysis while tailoring outputs to their unique data and partner needs.

Learn more about Media Networks.

Live/Identity

Our Live/Identity product portfolio delivers enterprise-grade identity infrastructure and the most accurate, connected customer view – powered by industry-leading match rates that maximize reach and value.

Cloud-based Data Ingestion and Activation

Streamline onboarding and activation with direct cloud connectivity:

• Automated direct cloud connectors: Ingest data seamlessly from GCP, AWS, Snowflake, Azure, Databricks, and BigQuery for faster audience planning and activation.
  
• Known identity resolutions in Snowflake and AWS: Known resolution is now available as part of LiveRamp’s embedded identity capabilities in Snowflake and Amazon Web Services, enabling flexible data management based on your use cases, including ConsumerLinks and KnownIDs.

Learn more about Identity Resolution & Translation.

First-Party Identity Engine in AWS

Build, manage, and optimize enterprise identity with greater flexibility:

• Custom rule building: Define how enterprise IDs are created and managed to align with your business logic.
  
• LiveRamp reference graph integration: Manage consolidations and splits using LiveRamp’s reference graph.
  
• Metadata and besting controls: Apply metadata enrichment and besting logic to maintain accurate, high-quality identity resolution.
• In-environment graph management: Create and manage identity graphs directly within your cloud environment.

Learn more about First-Party Identity Engine.