FirstPartyCapital

Race for Post‑LiveRamp Successor Underway

Digiday reports from Cannes Lions that the ad industry is already positioning to replace LiveRamp after Publicis Groupe’s intended acquisition. Attendees and vendors — including Hightouch, MadConnect, and identity specialists — pitched alternatives ranging from cloud‑native activation layers (built on Snowflake, Databricks or BigQuery) to fragmented identity‑graph and clean‑room solutions. Sources say the deal accelerated agencies' moves away from LiveRamp contracts and is likely to trigger strategic M&A as buyers seek to assemble marketplace connections, onboarding pipes and identity capabilities. The consensus view is that no single vendor currently matches LiveRamp’s combined graph, onboarding integrations and marketplace breadth, so the near‑term outcome will be interoperating, patchwork stacks and a wave of consolidation.

Lumen Partners with Netflix for Attention Measurement

Lumen has partnered with Netflix to embed its attention-measurement toolkit into Netflix’s ad-supported inventory across CTV, desktop and mobile in the UK, Germany, France, Italy and Spain. The integration gives advertisers access to Lumen’s attention signal — derived from what the company describes as a large, consented multi-channel eye‑tracking dataset — layered on top of Netflix campaign performance metrics. State of Streaming frames the move as validation of a broader industry trend where measurement vendors embed directly into major platforms’ measurement fabric rather than operating as external intermediaries. Mike Follett, CEO of Lumen Research, commented that the integration is a major step for the company as streaming consumption grows.

Trade Desk Unveils OpenTTD; FirstPartyCapital Offers Alternative

On March 3, 2026, two industry moves signaled competing strategies to reduce dependence on dominant ad platforms. FirstPartyCapital (FPC) announced a corporate innovation model that combines embedded engineering, market intelligence and equity co-investment to help brands, agencies and publishers access alternative ad‑tech infrastructure. Six hours later The Trade Desk launched OpenTTD, a unified partner integration portal that centralizes partner access and intelligence. The article contrasts those efforts with Amazon’s growing advantage — Amazon Ads grew 22% in Q4 2025 to $21.3B and the company leverages exclusive inventory, purchase-linked attribution and discounted DSP fees to capture demand. The author frames a possible future of a bifurcated ad‑tech economy: companies embedded in platform intelligence versus those building independent infrastructure through models like FPC’s.