Observed Signal · Sep 25, 2026 · Partnership · Source: Adzine · Impact: 2/5 · Sentiment: Positive
Gemini Direct Marketing Data Now Available via LiveRamp
German data provider Gemini Direct has partnered with LiveRamp to activate its consumer database for digital advertising campaigns. Through LiveRamp's identity infrastructure and Ramp ID, Gemini Direct's target groups, which include information on consumer behavior, sociodemographics, purchasing power, and residential environment, are now available for channels such as Connected TV, Social Media, Display, and Digital Audio. The collaboration also enables data enrichment and data collaboration, allowing brands and publishers to match data in secure environments, analyze audience overlaps, and identify potential customers. This expands LiveRamp's German partner business, following a previous agreement with the REWE Group.
This partnership enables a German data provider to activate its offline consumer data for digital advertising through LiveRamp's identity infrastructure, expanding the availability of first-party data for omnichannel campaigns. It highlights the growing trend of integrating offline data with digital channels, relevant for marketers and publishers.
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Key Takeaways & Evidence Grounding
- Gemini Direct partners with LiveRamp to activate its consumer data for digital advertising.
- The partnership enables activation of Gemini Direct data for CTV, Social Media, Display, and Digital Audio.
- LiveRamp's Ramp ID will be used for identity resolution without exposing underlying data.
- The collaboration includes data enrichment and data collaboration capabilities.
- LiveRamp previously announced a partnership with REWE Group in 2025.
Connected Companies & Entities
2 Entities mapped“The German data provider Gemini Direct is expanding its activation options and will work with LiveRamp in the future....”
“LiveRamp's identity infrastructure will make the target groups of the Idstein-based company available for CTV, social media, display and dig...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Agencies Rethink Ownership of Agentic AI and Data
At Programmatic IO in New York, agency leaders debated the future of data and AI tool ownership. Executives from S4 Capital, Horizon Media, Dentsu, and WPP agreed that agencies should avoid owning client data and AI models to maintain neutrality and avoid conflicts of interest. They highlighted a shift from FTE-based compensation to outcome-based pricing and licensing AI tools to clients. The panel also discussed AI's impact on DSPs, with WPP's McAndrew noting a move toward agent-to-agent interactions and increased supply-chain compression. Sorrell warned of Big Tech platforms like Meta becoming end-to-end threats, pushing agencies to become validators. The discussion reflects a broader industry trend away from data ownership, contrasting with Publicis's acquisition of LiveRamp.
Apple iOS 27 Blocks The Trade Desk from Serving Safari Ads
Apple's iOS 27, released on September 14, has blocked The Trade Desk from serving ads on Safari, affecting its core ad delivery domain (adsrvr.org) and extending beyond identity matching. This prevents the DSP from accessing Safari inventory on iOS 27 devices, prompting an urgent bug report to Apple's WebKit team. The incident highlights a broader power imbalance between walled gardens and the open web, as discussed in AdExchanger's Big Story podcast, which also covers buyers returning to the open web due to high walled-garden prices, and the rise of agentic AI advertising from OpenAI and Microsoft. Other vendors like ID5, Audigent, LiveRamp, and Permutive are also affected, but The Trade Desk's impact is more severe, potentially signaling a deliberate policy threat to programmatic advertising on the open web.
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.
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