Observed Signal · Jun 18, 2026 · Program Launch · Source: https://martechseries.com/feed/ · Impact: 4/5 · Sentiment: Positive
LiveRamp Launches Agent Builders (LAB) Partner Program
LiveRamp announced LiveRamp Agent Builders (LAB), a partner program designed to accelerate marketer access to partner-built AI agents for planning, measurement, activation and data transformation. During LAB’s pilot, marketers can deploy participating partners’ agents via the LiveRamp platform; partners can use LiveRamp’s APIs and MCP servers to make agents available to LiveRamp customers. Founding partners named in the announcement include SemantIQ, Newton Research, Akkio and Datalinx, each positioned to serve use cases such as healthcare clean-room workflows, cross-media analytics, audience discovery-to-activation, and first-party data standardization. LiveRamp framed LAB as lowering barriers to agent deployment while preserving governed, auditable data collaboration inside LiveRamp environments.
LiveRamp is a major data-collaboration/MarTech provider; LAB expands partner-built AI agents within LiveRamp’s clean-room and activation stack, accelerating agentic workflows for measurement and activation and influencing how marketers adopt AI across data-governed environments.
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Key Takeaways & Evidence Grounding
- LiveRamp announced LiveRamp Agent Builders (LAB), a partner program to bring partner-built AI agents into its network.
- During the LAB pilot, marketers will have access to agents from participating AI companies and can deploy agents through the LiveRamp platform.
- Founding partners include SemantIQ, Newton Research, Akkio and Datalinx.
- Partners can leverage LiveRamp’s APIs and MCP servers to make their agents available to LiveRamp customers.
- SemantIQ, Newton Research, Akkio and Datalinx were described with specific use cases: healthcare clean-room workflows, cross-media analytics, audience discovery-to-activation, and first-party data automation respectively.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
LiveRamp Integrates Third-Party AI Agents for Enhanced Marketing
LiveRamp announced that customers can now plug third‑party AI agents directly into its data collaboration platform, allowing specialized agents to interact with any partner on the platform. The capability replaces the prior requirement for agents to call LiveRamp APIs, and is intended to automate audience planning, segmentation, campaign measurement and optimization. LiveRamp’s proprietary agents (launched last fall) can interoperate with partner and customer agents. The company expanded its Newton Research partnership so marketers can run analysis and take actions via Newton agents. LiveRamp also donated its User Context Protocol to the Interactive Advertising Bureau to help define standards for agentic advertising. The article notes LiveRamp reported Q4 revenue of $212 million (up 9% year‑over‑year).
LiveRamp Unveils AI Upgrades for Smarter Marketing Solutions
LiveRamp announced new agentic AI capabilities that let specialized AI agents autonomously access and operate within the LiveRamp platform to plan, execute, measure, and optimize marketing campaigns. The release enables customers to license partner agents (Newton Research and SemantIQ are live) to build audiences, run cross-media measurement via LiveRamp’s Cross-Media Intelligence, activate audiences from the LiveRamp Clean Room, and optimize media spend with governed access to premium data. New platform features include AI-powered lookalike modeling across first-, second-, and third-party data and a single identity-powered control group for consistent measurement across channels. LiveRamp says customers will access agents consistent with their internal AI policies and the usage guidelines of underlying AI providers. Quotes in the announcement come from LiveRamp product and partner executives and from marketers and analysts endorsing the approach.
PI LIVE BuildLab Launches to Build Next‑Gen Partnership Tools
Hello Partner's newsletter announces the launch of PI LIVE BuildLab, an initiative at PI LIVE Europe this September aimed at architecting next‑generation partnership tools. Impact.com is announced as a supporter of the first edition. The newsletter also highlights industry stories including new research showing LLM chatbots struggle to find discounts, VideoAmp cutting 20% of its workforce amid an AI push (including the CTO role), and PubMatic rolling out a 'guardrail architecture' for agentic advertising. The edition includes a limited‑time Boutique Agency Pass offer for PI LIVE and practical advice for affiliate managers.
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