LiveRamp Announces Adobe Integration

Data collaboration company LiveRamp has announced an integration with Adobe GenStudio for Commerce Media Networks (CMNs), promising brands the ability to build and launch more targeted campaigns within the growing medium.

CMNs are a fast-growing advertising channel, giving brands direct access to high-intent shoppers at the moment of purchase. LiveRamp, whose clean rooms and other data collaboration solutions facilitate responsible data use in sectors such as retail, financial services and healthcare, will now feed its commerce media networks data into Adobe's Real-Time CDP Collaboration within GenStudio for Commerce Media Networks. As a result networks can build targeted customer cohorts from real purchase behavior, as opposed to using modelled audiences, and scale relevant content to engage with them across media.

'Commerce Media Networks own incredible purchase intelligence,' states Nichole Giamona, Head of Product at Adobe GenStudio, 'but turning that into personalized ads at scale has always been the hard part. Now CMNs can leverage AI to match the right ad to the right moment - at scale, on brand, and without operational overhead - to further increase marketing performance.'

Travis Clinger (pictured), Chief Connectivity & Ecosystem Officer and GM, International at LiveRamp says the new integration extends the applicability of data and amplifies the importance of consumer touchpoints. He states: 'To win in a crowded market, commerce media networks must continue evolving their capabilities to include the scale of AI, as well as the powerful creative personalization it powers.'

LiveRamp is headquartered in San Francisco, California, with offices worldwide, and can be found online at www.liveramp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.