LiveRamp Opens Platform Access for AI Agents

In San Francisco, data collaboration firm LiveRamp has launched new agentic AI capabilities to help marketers plan, execute, measure and optimize campaigns. The updates include giving clients' AI agents their own access to the LiveRamp platform, where they can 'autonomously collaborate with any partner.'

Led by CEO Scott Howe, LiveRamp helps client companies and their partners connect, control and make use of data to improve customer experience and drive business outcomes. The firm offers solutions for data onboarding, cookieless identity, integrations with major tools and platforms and clean room privacy-compliant data sharing.

The updates include the ability for marketers to build and expand audiences using enhanced lookalike modeling across first-, second- and third-party data, and to apply a single identity-powered control group across surfaces and channels to ensure consistent measurement of performance.

LiveRamp says the update will accelerate and simplify marketers' management of experimentation, and bring agentic audience building and media optimization into a single hub. The firm notes that customers will be able to access the new capabilities in alignment with their organization's AI policies and the applicable usage guidelines of the underlying AI provider.

Partner firms helping to extend agentic capabilities to power end-to-end marketing workflows include SemantIQ, for the building and activation of healthcare provider audiences from the LiveRamp Clean Room; and Newton Research, giving natural language access to instant measurement insights from LiveRamp's Cross-Media Intelligence tool. Other partnerships are in the works, promising agentic solutions for audience planning, segmentation, optimization, and measurement.

Matt Karasick (pictured), Chief Product Officer at LiveRamp, comments: 'We're making it possible for AI agents to do what marketers have been doing manually - build audiences, measure cross-media performance, and optimize spend - but faster and within the governed environment our customers already trust. The agents from Newton Research and SemantIQ are live today, and they're the first of many partners we're bringing onto the platform.'

John Hoctor, CEO and co-founder at Newton Research, adds: 'As Newton Research unlocks media performance gains from analytics with specially-trained intelligent agents, and LiveRamp streamlines adoption of these next-gen agents, every marketer will be able to easily tap the power of AI as part of their everyday workflows.'

Web site: www.liveramp.com .