LiveRamp vs netID

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).

European netID Exec Discusses Deterministic IDs and AI's Impact

In an interview, Daniel Dagehus, CTPO of the European netID Foundation, discusses the evolving role of deterministic identifiers in the open web. He argues that while AI and probabilistic models are useful for planning and simulation, deterministic IDs remain essential for campaign activation and delivery to real people across devices. netID has integrated with major ad tech platforms, including The Trade Desk, enabling advertisers to target deterministic segments. Dagehus emphasizes the importance of publisher login relationships to maintain direct user contact and independence from tech providers, especially as AI chatbots change the customer journey. He also highlights FedCM as a standard that can simplify logins and support publisher strategies for direct audience relationships.

• Daniel Dagehus is CTPO of the European netID Foundation.
• netID has integrated with The Trade Desk, allowing booking of netID and Utiq segments in its Data Marketplace.
• netID is a deterministic identifier tied to user accounts and email addresses, providing cross-device identity.

Window for Open-Web ID Push Is Shrinking

Commentary by Klaus Janke (Horizont) warns that the time to deploy deterministic identity solutions in the open web is running out. The article argues that practical adoption of deterministic identifiers such as NetID and Utiq is necessary for the open web to preserve reach and to sustain quality journalism as a pillar of democratic public life. The piece frames the issue as urgent: without widespread implementation of shared identifiers, publishers and the open web risk declining monetization and audience measurement capabilities.

• Opinion piece authored by Klaus Janke published on 2026-08-19.
• The article calls for practical deployment of deterministic identifiers such as NetID and Utiq for the open web.
• The author links adoption of identity solutions to preserving reach for publishers and sustaining quality journalism.