LiveRamp unveils AI agents & expanded integrations for marketers

LiveRamp has launched new AI-powered tools for marketers, bringing agentic AI capabilities that allow autonomous AI agents to work collaboratively and securely with controlled access to essential marketing data.

The new features enable marketing professionals to undertake campaign planning, investment optimisation, and measurement with access to identity, segmentation, and activation data from over 900 partners under enterprise-level governance standards. The platform also now includes extensive integrations, including Netflix, reflecting an expanded network for data collaboration and more use case opportunities for marketers.

Agentic orchestration

LiveRamp's latest release centres on agentic orchestration, which connects trillions of data signals within its network to support multi-agent collaboration across the marketing lifecycle. Marketers have the ability to connect their own or partner AI agents through application programming interfaces (APIs), enabling coordinated efforts in campaign delivery, adjustment, and measurement-all while maintaining strict controls over data access and sharing to maintain compliance with organisational AI policies.

Matt Karasick, Head of Product at LiveRamp, said, "AI agents are only as smart as the data they can access, and LiveRamp is uniquely positioned to fuel them with superior signals at the right time to personalise in new ways. Our interoperability and enterprise-grade governance allow marketers to leverage any agent, anywhere, with the complete context and trusted data necessary to operate at the speed of AI. Today, the power of AI joins the power of the LiveRamp network, delivering better outcomes with drastically less effort."

This orchestration is designed to simplify complex workflows, enabling marketers to make better and faster decisions by granting access to LiveRamp's identity, segmentation, activation, measurement, clean rooms, and insights capabilities through a single point of control.

LiveRamp is also advocating for, and helping to establish, standardised AI use cases across the marketing ecosystem, allowing marketers to benefit from interoperable and governed AI deployments.

AI-powered segmentation and search

Another major component of the release is the introduction of AI-powered segmentation and search tools. The new segmentation feature uses natural language prompts to allow marketers to build detailed and precise audience segments, combining first-party, second-party, and third-party data sources. This process, which previously might have required considerable manual work, can now be completed in minutes, allowing for rapid campaign adjustments and more targeted outreach.

The AI-powered search capability in LiveRamp's Data Marketplace enhances audience discovery, surfacing high-value third-party segments with a streamlined interface. These developments offer marketers greater flexibility and speed in identifying and activitating new audiences.

Evan Hills, Chief Commercial Officer at Dstillery, commented, "Enhancing the use of third-party data with AI unlocks even more value for marketers at the frontier of AI. Bringing these tools together will make it easier than ever to tap the strength of third-party data, making activating the highest performing audiences faster and more streamlined than ever before."

Michael Gorman, Chief Product Officer at Predactiv, added, "LiveRamp's AI investments continue to accelerate marketers' ability to tap the best solutions from across the ecosystem, bringing value not just for marketers, but every part of the marketing stack. With LiveRamp and Predactiv helping to unlock AI-powered targeting, marketers have an opportunity to drive considerable improvements in performance."

Extended network integrations

In addition to AI-powered agentic orchestration and segmentation, LiveRamp has expanded its partner integrations by over 25 destinations, including a new connection with Netflix. This broadening of the network aims to support a wider range of AI use cases and provide marketers with improved data collaboration capabilities via trusted channels.

Marketers using the platform can now benefit from increased access to activation and measurement tools across an extensive set of channels and partners, reinforcing LiveRamp's focus on governed, auditable, and efficient data operations.

The new AI features are now available to customers in line with each organisation's AI policies, reinforcing the company's approach to responsible data collaboration within a regulated framework.