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LiveRamp, the leader in data collaboration, has introduced new agentic AI capabilities to its platform. These upgrades enable specialized AI agents to autonomously handle audience building, cross-media measurement, and media optimization, transforming fragmented marketing workflows into intelligent, governed execution.
LiveRamp’s agentic upgrades build on earlier announcements by allowing customers to license and deploy partner AI agents directly within the platform. This central hub streamlines end-to-end marketing, from planning and audience construction to activation, measurement, and continuous optimization.
“We're making it possible for AI agents to do what marketers have been doing manually — build audiences, measure cross-media performance, and optimize spend — but faster and within the governed environment our customers already trust,” said Matt Karasick, Chief Product Officer at LiveRamp. “The agents from Newton Research and SemantIQ are live today, and they're the first of many partners we're bringing onto the platform.”
“LiveRamp and Newton Research have leaned in together to help marketers use AI to drive quantifiable performance increases, today,” said John Hoctor, CEO and Co-founder at Newton Research. “As Newton Research unlocks media performance gains from analytics with specially-trained intelligent agents, and LiveRamp streamlines adoption of these next-gen agents, every marketer will be able to easily tap the power of AI as part of their everyday workflows.”
New tools enable marketers to create more accurate lookalike models by combining multiple data sources securely. This approach improves audience quality, reach, and engagement while maintaining privacy and compliance.
The platform also introduces a single, identity-powered control group that spans channels and surfaces, making experimentation more consistent and reliable. These features can be accessed directly or amplified through partner agents for greater speed and scalability.
“Building a strong identity foundation has given us confidence in the accuracy, completeness, and precision of our data. As we progress to applying AI‑powered lookalike modeling to scale reach for our suppliers and advertisers, we’re able to develop high‑quality models that help us identify the right audiences and engage them in the ways they want to be reached,” said Austin Leonard, VP and GM, DG Media Network.
“With data security and consumer privacy protected at every step, we can use AI and data collaboration to model, build, and recommend higher-quality audiences with confidence, driving stronger marketing results and enabling us to scale more efficiently,” said Thomas Atkins, Executive Director of Media, MGM Resorts International.
"Marketers have historically struggled with incorporating lookalike audiences due to three main friction points: data, workflow, and connectivity,” said Ananda Chakravarty, Research VP for Retail Insights at IDC. "With this release, LiveRamp addresses these factors by sourcing from first-, second-, and third-party data, adapting to workflows, and ensuring seamless connectivity and activation across the ecosystem, resulting in a marketer focused solution.”
LiveRamp continues to expand its agentic ecosystem, adding partnerships across audience planning, segmentation, optimization, and measurement categories.
About LiveRamp
LiveRamp is shaping the future of responsible data collaboration between the world’s leading brands, retailers, financial services providers, and healthcare innovators. As consumers embrace new AI-driven experiences, the LiveRamp data collaboration network exponentially expands the breadth and accuracy of the data on which marketing AI capabilities operate, powering deeper customer insight and measurable performance on a global scale.
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