Live Data Solutions vs LiveRamp

Retail Media Networks Revive Multi-Touch Attribution

Within a week in September 2026, two major retailers announced new multi-touch attribution (MTA) capabilities for their retail media networks. Albertsons Media Collective launched an incrementality-based MTA built with LiveRamp and piloted by PepsiCo, while Best Buy Ads released its own in-house MTA within My Ads. The author, Kiri Masters, questions the revival given MTA's fall from favor, but analyzes retailer incentives: MTA may serve as a tool to unlock brand budgets, which are larger than performance budgets, by justifying higher CPMs and measuring full-funnel impact. Retailers see demand from shopper marketing teams, but brands and consultants express skepticism about MTA's accuracy, data access, and black-box nature. The article contrasts retailer-owned systems with independent tools like Clerdata, Incremental, Keen Decision Systems, and Circana, and discusses limitations of the Albertsons-LiveRamp partnership, which is grocery-exclusive and excludes Google Search and Amazon.

• Albertsons Media Collective announced Retail Media Incrementality-Based Multi-Touch Attribution on September 17, 2026, built with LiveRamp and piloted by PepsiCo.
• Best Buy Ads confirmed its own multi-touch attribution, built in-house, going live on September 30, 2026, within My Ads.
• Albertsons' MTA connects impression-level exposure across its channels, offsite media, and participating platforms (including Google DV360, Google Ad Manager, Perion) against transaction data.

Bringing the Power of RampID Globally to Custom Audiences in ChatGPT Ads

LiveRamp announces the global expansion of RampID to custom audiences in ChatGPT Ads, enabling marketers to leverage identity resolution for AI-driven advertising.

8-K Financial Filing Analysis for LiveRamp (2026-08-20)

On August 17, 2026, LiveRamp Holdings, Inc. formally reduced the size of its Board of Directors from seven to six members following the previously disclosed resignation of director Kristi Argyilan on July 17, 2026. To eliminate the resulting vacancy and ensure balanced class representation across its staggered board, the Board redesignated director Vivian Chow from the class with terms expiring at the 2029 annual meeting to the class expiring at the 2028 annual meeting. This administrative governance adjustment maintains statutory board parity without creating operational disruptions.

• LiveRamp reduced its Board size from 7 to 6 directors on August 17, 2026, eliminating the vacancy from Kristi Argyilan's July 17, 2026 resignation.
• Director Vivian Chow was redesignated from the class expiring at the 2029 annual meeting to the class expiring at the 2028 annual meeting to rebalance board classes.