LiveRamp debuts advanced AI marketing tools and Netflix integration

LiveRamp has introduced a suite of advanced AI-powered marketing tools, leveraging autonomous AI agents to streamline campaign management and enhance data-driven decision-making. In a move that expands its capabilities, the company has also unveiled new integrations with over 25 partners, including Netflix, offering marketers broader opportunities for data collaboration and audience targeting.

AI agents transforming marketing workflows

At the core of LiveRamp’s latest release is agentic AI orchestration, which facilitates collaboration between multiple AI agents throughout the marketing lifecycle. This feature integrates trillions of data points from LiveRamp’s extensive network, connecting marketers’ proprietary or partner AI agents via application programming interfaces (APIs). The system is designed to coordinate campaign delivery, adjustments, and measurement while maintaining strict control over data access and compliance with enterprise AI policies.

"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 personalize in new ways", said Matt Karasick, Head of Product at LiveRamp. "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 simplifies complex workflows, giving marketers access to advanced tools for identity, segmentation, activation, measurement, clean rooms, and insights - all through a single control point. LiveRamp’s approach aims to standardize AI applications across the marketing ecosystem, creating a foundation for interoperable and governed AI deployments.

Enhanced audience segmentation and search capabilities

Among LiveRamp’s new features are AI-powered segmentation and search tools designed to save marketers time and improve audience targeting. Using natural language prompts, marketers can now create detailed audience segments in minutes, combining first-party, second-party, and third-party data sources. This innovation significantly reduces the manual effort traditionally required for such tasks.

The platform’s AI-driven search tool further enhances the user experience by simplifying audience discovery within LiveRamp’s Data Marketplace. Marketers can now identify and activate high-value third-party segments more efficiently through an intuitive interface.

Commenting on the advancements, Evan Hills, Chief Commercial Officer at Dstillery, said, "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."

Netflix integration and expanded partnerships

In addition to its AI advancements, LiveRamp has broadened its partner network with more than 25 new destinations. Among these is a noteworthy integration with Netflix, enabling marketers to leverage trusted channels for data collaboration and activation. These expanded connections are designed to accommodate a greater range of AI use cases, offering marketers enhanced tools for activation and measurement across an extensive array of partners.

By ensuring adherence to enterprise-level governance standards, LiveRamp underscores its commitment to fostering responsible data collaboration within regulated frameworks. These new features and integrations are now available to customers, aligning with individual organizations’ AI policies.

With its latest innovations, LiveRamp continues to position itself at the forefront of AI-driven marketing, delivering tools that aim to simplify workflows, improve targeting precision, and enhance collaboration across the marketing ecosystem.

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