As marketing organizations look to move beyond fragmented workflows and manual campaign execution, artificial intelligence is becoming central to planning, optimization, and measurement across the advertising ecosystem. The introduction of agentic AI upgrades by LiveRamp reflects this shift, offering marketers new capabilities designed to automate key processes while maintaining governance and data privacy.
LiveRamp, a data collaboration platform used by global brands and publishers, announced the launch of new AI driven capabilities that allow specialized agents to support marketing operations across the company’s platform. The updates are designed to help marketers plan campaigns, build audiences, measure cross media performance, and optimize spending using AI agents operating within LiveRamp’s governed data environment.
The company said the upgrades aim to replace time consuming manual tasks with automated workflows while maintaining compliance with organizational AI policies and the usage guidelines of underlying AI providers.
“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,” said Matt Karasick, Chief Product Officer at LiveRamp. “The agents from Newton Research and SemantIQ are live today, and they’re the first of many partners we’re bringing onto the platform.”
The agent powered capabilities allow LiveRamp clients to license partner applications that use AI agents to execute different stages of the marketing process. Through a central platform hub, marketers can access tools that support audience segmentation, campaign planning, measurement, and media optimization.
For example, SemantIQ enables healthcare and life sciences marketers to build and activate healthcare provider audiences using the LiveRamp Clean Room environment. Meanwhile, Newton Research provides AI agents capable of generating measurement insights from LiveRamp’s Cross Media Intelligence system through natural language queries.
“LiveRamp and Newton Research have leaned in together to help marketers use AI to drive quantifiable performance increases, today,” said John Hoctor, CEO and Co founder at Newton Research. “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.”
Beyond the agent integrations, LiveRamp also introduced additional features aimed at improving audience development and campaign performance. These include enhanced lookalike modeling that uses first party, second party, and third party data to expand audience reach. The platform also introduces identity powered control groups that allow marketers to measure performance consistently across multiple channels and media environments.
“Building a strong identity foundation has given us confidence in the accuracy, completeness, and precision of our data. As we progress to applying AI-powered lookalike modeling to scale reach for our suppliers and advertisers, we’re able to develop high-quality models that help us identify the right audiences and engage them in the ways they want to be reached,” said Austin Leonard, VP and GM, DG Media Network.
“With data security and consumer privacy protected at every step, we can use AI and data collaboration to model, build, and recommend higher-quality audiences with confidence, driving stronger marketing results and enabling us to scale more efficiently,” said Thomas Atkins, Executive Director of Media, MGM Resorts International.
Industry analysts say the update addresses common obstacles marketers face when deploying lookalike targeting and advanced audience modeling.
“Marketers have historically struggled with incorporating lookalike audiences due to three main friction points: data, workflow, and connectivity,” said Ananda Chakravarty, Research VP for Retail Insights at IDC. “With this release, LiveRamp addresses these factors by sourcing from first-, second-, and third-party data, adapting to workflows, and ensuring seamless connectivity and activation across the ecosystem, resulting in a marketer focused solution.”
The launch of LiveRamp’s agentic AI upgrades reflects a broader industry shift toward intelligent marketing infrastructure where automated agents collaborate with platforms, partners, and data sources to deliver faster insights and stronger campaign performance.
Recommended Marketing News:
- Flam Appoints Noriyuki Imai To Lead Japan Agency Partnerships
- LTK Launches AI Chatbot for Creator Driven Product Discovery
- Siteimprove Adds New AI Agents To Content Intelligence Platform
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
