Wednesday, March 04, 2026
LiveRamp, a global leader in data collaboration technology, has introduced a new range of agentic AI features aimed at helping marketers better plan their campaigns, carry out strategies, track results, and refine their performance. These advancements are meant to streamline complicated marketing processes and allow companies to make quicker, more data-driven decisions using AI.
With this launch, LiveRamp is letting specific AI agents work inside its platform, which allows them to work together with marketing partners and tools throughout the ecosystem. This means marketers can stop using separate, manual processes and switch to a smarter, automated workflow that still follows trusted governance rules. Also, companies can use these features while following their own AI policies and the guidelines set by the AI technology providers they use.
“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.”
Based on the company's previous announcement in January, LiveRamp customers can now get licenses for AI-powered agents and marketing tools created by partners in the ecosystem. This new feature lets marketers handle all parts of the marketing process, from creating audiences to measuring campaigns and optimizing media, using smart automation tools. Additionally, the platform gives controlled access to high-quality data, which helps keep things secure and compliant while making marketing campaigns more effective.
LiveRamp has also begun building strategic partnerships to help with AI-driven marketing processes. For instance, SemantIQ enables healthcare and life sciences marketers to find and engage with healthcare providers by using the LiveRamp Clean Room environment. On the other hand, Newton Research assists marketing teams in getting quick insights from LiveRamp’s Cross-Media Intelligence platform by just asking questions in everyday language.
“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.”
In addition to these partnerships, LiveRamp has introduced more advanced features to help marketers build better audiences and plan their campaigns more effectively. Now, marketers can increase their audience reach by using improved lookalike modeling, which brings together data from first-party, second-party, and third-party sources. The platform also includes a unified identity-based control group, allowing marketers to track campaign performance consistently across different channels and 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.
"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.”
LiveRamp's latest update shows how agentic AI is becoming a key part of modern marketing, helping companies make their processes more efficient, better target their audiences, and achieve better results from their campaigns.
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