ID5

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.

Revving's Transactional Funding: Interview with CEO Chris Pettit

Quo Vadis published an interview with Chris Pettit, CEO and co‑founder of Revving, describing Revving’s Transactional‑Based Funding model which uses verified transaction data to advance earned revenue and reduce cash‑flow delays in the advertising supply chain. Pettit argues payment timing constrains choices for smaller and scaling AdTech businesses and that advancing earned revenue democratizes funding versus traditional invoice-based finance. The piece links the funding approach to emerging agentic advertising workflows and says Revving is "MCP‑ready" for agentic buyer‑seller systems, suggesting funding could become integrated into real‑time commercial workflows. The post also lists several Cannes Lions events (including an off‑the‑record lunch with Michael Rubenstein of Firsthand AI on June 25) and was published on 2026-06-18.

Publicis Reframes Identity with LiveRamp Acquisition

Quo Vadis published an analysis and hosted an interview with Mathieu Roche to unpack Publicis’s acquisition of LiveRamp and its implications for identity economics in advertising. The piece argues Publicis bought positional infrastructure and data-exchange capability rather than short-term profits, following prior buys such as Epsilon and Lotame. It frames identity as a means of exchange (a currency that enables trades of inventory, audience data and measurement) and revisits the 'Identity Trade-Off Frontier'—the historical tension between scale and ID precision—arguing recent infrastructure advances have expanded that frontier. The article introduces the 'Gravity Theory of Data Trade' to explain network effects and raises neutrality and lock-in questions now that LiveRamp sits inside a major holding company. The post also lists related Cannes events and calls out wider industry shifts from cookies toward infrastructure and collaboration.