Observed Signal · Feb 19, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Canela and LiveRamp Unite to Target U.S. Hispanic Audiences
Canela Media has formed a strategic partnership with LiveRamp to give advertisers streamlined access to Canela’s proprietary audience of more than 30 million U.S. Hispanics across OTT/CTV. Through LiveRamp’s interoperability and durable identifier RampID, advertisers can connect identity signals to Canela inventory and other destinations, improving reach, activation, personalization and measurement. The deal makes Canela Audience Segments (CAS) available in the LiveRamp Data Marketplace — over 1,000 deterministic segments derived from Canela’s dataset and enriched via LiveRamp — and CAS is grounded in CTV viewership and powered by more than 300 million device IDs. Brands can discover and activate segments for direct media buys, programmatic campaigns or data licensing across demographic, cultural-affinity, genre, device, lifestyle and incremental-audience use cases.
Expands identity-based activation and measurement for U.S. Hispanic audiences on CTV/OTT using LiveRamp’s RampID and Data Marketplace, improving reach and deterministic targeting for advertisers.
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Key Takeaways & Evidence Grounding
- Canela Media partnered with LiveRamp to enable advertisers to reach Canela’s proprietary audience of over 30 million U.S. Hispanics via OTT/CTV.
- Advertisers can use LiveRamp’s interoperable identifier RampID to connect identity signals to Canela inventory and other destinations.
- Canela Audience Segments (CAS) — more than 1,000 deterministic segments — are now available in the LiveRamp Data Marketplace.
- CAS is powered by more than 300 million device IDs and is grounded in CTV viewership of Spanish-language and culturally relevant content.
- Brands can activate CAS via direct media buys, programmatic channels, or data licensing for targeting and measurement.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
KERV.ai Partners with Canela Media for Shoppable Ads
KERV.ai announced a strategic partnership with Canela Media to integrate KERV.ai’s interactive video and shoppable creative technology across Canela Media’s ecosystem. The agreement is KERV.ai’s first partnership with a Spanish-language media company and aims to enable more immersive, commerce-driven ad experiences to boost audience engagement and monetization. Marika Roque, Chief Strategy Officer at KERV.ai, and Chechu Lasheras, Chief Strategy Officer at Canela Media, are quoted on the collaboration. The release cites Nielsen data showing Hispanic audiences lead in streaming adoption (55.8% of total TV time versus 46% for the general population). The article was published via Business Wire and appeared on MarTech Series on 2026-05-22.
OpenAI Enhances ChatGPT Ads with Image Formats and Measurement
OpenAI is addressing advertiser concerns by introducing visual display ads alongside images generated by ChatGPT, launching in the U.S. later this month. These ads will be clearly labeled and separated from content, and will not influence ChatGPT's responses. The company aims to monetize its free and low-cost tiers, targeting its 1.2 billion weekly users. To enhance measurement, OpenAI has expanded partnerships with Kochava, Hightouch, Tealium, and LiveRamp for conversion data, and attribution partners including AppsFlyer, Triple Whale, and Adjust. Geo-based incrementality remains experimental with partners like Haus, Measured, and WorkMagic. Brand suitability pilots with DoubleVerify and IAS are underway, using Negative Phrases for placement control without accessing user conversations. Early results show strong performance, such as WeightWatchers' lower cost per acquisition and Dose's high incremental purchase rate. These efforts aim to unlock larger ad budgets, though inventory remains limited compared to search giants.
Built for the Moment: Political Advertising that Reaches Voters When it Matters Most
New blog post published on October 5, 2026, discussing political advertising strategies for reaching voters at critical moments.
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