Bombora vs LiveRamp

What publishers should get from AI besides money

A new video from Bombora discusses what publishers should get from AI beyond monetary compensation.

IAB developing framework for AI ad measurement

The IAB is developing a framework to measure AI's influence on consumer conversions, set for release on November 12. The framework classifies how AI impacts purchase decisions and attributes conversions to AI touchpoints, including when ads weren't directly served to AI agents. Led by VP of AI Caroline Giegerich and informed by an undisclosed working group of tech companies, publishers, agencies, measurement vendors, and brands, the effort builds on IAB's August 'Measuring Visibility in the AI Era' guideline and complements IAB Tech Lab's Agentic Advertising Management Protocols (AAMP). Key challenges include data access from platforms like OpenAI, Google, and Anthropic, and debates over signal control. Industry data underscores urgency: Adobe reported a 393% year-over-year surge in AI-sourced traffic, while a Koddi study found 80% of German commerce media executives want better measurement tools for AI-agent shopping journeys.

• IAB to publish AI attribution framework on Nov 12, led by Caroline Giegerich with an undisclosed working group.
• The framework classifies AI influence on purchase decisions and attributes conversions to AI touchpoints, including cases where ads were not directly served to AI agents.
• It extends IAB's 'Measuring Visibility in the AI Era' guideline from August and complements IAB Tech Lab's AAMP.

Netflix Launches Pixel; FTC Approves Publicis-LiveRamp Deal

Netflix introduced the Netflix Pixel, an add-on to its conversion API (CAPI) within the Netflix Ads Suite, to standardize lower-funnel conversion measurement and enable audience targeting. The company also added The Trade Desk as a DSP partner for programmatic buying of its inventory, starting next month, complementing existing integrations with Amazon DSP and Yahoo DSP. The announcements coincided with Netflix's Q3 earnings, which showed 12% year-over-year revenue growth but ad revenue growth below expectations. Separately, the FTC approved Publicis's acquisition of LiveRamp with conditions to preserve LiveRamp's neutrality, including firewall requirements and non-retaliation clauses. The acquisition date is still pending. The article also mentions Apple's WebKit plans to block web tracking, Salesforce's acquisition of Braze for $5.7 billion, and other industry news.

• Netflix unveiled the Netflix Pixel, an add-on to its conversion API (CAPI) in the Netflix Ads Suite.
• The Netflix Pixel standardizes conversion measurement and enables audience segmentation for targeting.
• Netflix added The Trade Desk as a DSP partner for programmatic ad buying, starting next month.

Declared Data Bridges Customer Personas and Media Buys

This AdExchanger content studio article, sponsored by Dynata, discusses the challenge of translating rich customer personas into actionable media targeting. Marketers develop detailed personas based on attitudes and motivations, but these often become reduced to basic demographics in DSPs. The article advocates using declared data from consumer research panels to build addressable audiences, which can be matched to pseudonymous identifiers and activated across DSPs, social platforms, and CTV. Dynata offers over 3,000 targeting segments built from 10,000+ profile variables, with syndicated audiences available through LiveRamp. Custom audiences can be created in 3-5 days. The piece emphasizes that declared data provides the 'why' behind consumer behavior, complementing behavioral signals for better precision and campaign optimization, without requiring new research for every campaign.

• Dynata maintains over 3,000 targeting segments built from more than 10,000 profile variables.
• Dynata's syndicated audiences are available through LiveRamp.
• Custom audiences using existing variables can typically be created in three to five days.

LiveRamp at Advertising Week New York 2026: Applying AI to the Future of Data Collaboration

New blog post added: LiveRamp at Advertising Week New York 2026: Applying AI to the Future of Data Collaboration (October 16, 2026).