Observed Signal · Mar 3, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
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.
LiveRamp’s agentic AI release advances AI-driven audience building, measurement and optimization within a governed identity and clean-room environment—relevant to marketers and data/identity vendors but not a platform-level industry shift.
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Key Takeaways & Evidence Grounding
- LiveRamp launched agentic AI capabilities to enable specialized AI agents on its platform.
- Newton Research and SemantIQ agents are live on the LiveRamp platform as initial partners.
- Agents can build and activate audiences from the LiveRamp Clean Room and surface measurement via LiveRamp Cross-Media Intelligence.
- New features include AI-powered lookalike modeling using first-, second-, and third-party data and an identity-powered control group for cross-channel measurement.
- Customers will access agents under their organization’s AI policies and the terms of underlying AI providers.
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Related Market Signals & Shifts
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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 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.
AI Enhances Shopping, But Humans Still Hold the Reins
LiveRamp CEO Scott Howe says agentic AI will change commerce but expects a gradual adoption: consumers will likely use AI to inform decisions rather than hand off unsupervised purchases. The conversation — on AdExchanger Talks — highlights AI’s growing influence in shopping experiences, including the rise of ads inside search chatbots after OpenAI announced plans to add advertising to ChatGPT. The piece notes some LLM providers, such as Perplexity, have stepped back from advertising for now, and discusses potential business uses of LLM-generated behavioral signals combined with CRM data. Howe advises brands to make data “agent-ready,” focus AI on meaningful customer moments (like customer service), and remain mindful of privacy rules. The story was updated after Perplexity’s chief communications officer Jesse Dwyer denied any partnership or imminent alpha program with LiveRamp.
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