LiveRamp Enables AI Agent Integration for Enhanced Marketing Automation

Data collaboration platform LiveRamp is now allowing customers to integrate third-party AI agents directly into its platform, streamlining marketing operations and accelerating insights. This move positions LiveRamp as an “agent orchestration layer” for marketing, expanding beyond its traditional focus on identity resolution and data collaboration [1].

Shifting to Agentic AI

Previously, accessing LiveRamp’s data required agents to utilize the LiveRamp API. The latest integration allows specialized AI agents to interact directly with partners on the platform, automating tasks like audience planning, segmentation, and campaign optimization. This includes interaction with LiveRamp’s own proprietary agents, launched in the fall of 2025, which focus on identity, audience segmentation, activation, and measurement [1].

According to Matthew Karasick, LiveRamp’s head of product, the change simplifies access to the platform’s capabilities. “We are making it so that all of the things you can do in our platform, you can do agentically,” he stated [1]. Early feedback has been positive, with customers reporting faster insights from measurement data and improved linking of ad spend to campaign outcomes [1].

Expanding Ecosystem and Partnerships

LiveRamp’s customer base includes major players in the advertising and marketing landscape, such as Uber, Coca-Cola, Paramount, Netflix, Spotify, The Trade Desk, and Index Exchange [1]. The company is also expanding its partnerships to support this shift. LiveRamp has deepened its collaboration with Newton Research, an AI-driven platform for marketing analytics, allowing marketers to not only analyze data but also automate actions across their marketing workflows [1].

Uber Intelligence Leverages LiveRamp Technology

Uber Advertising has launched Uber Intelligence, a new platform built with LiveRamp, providing brands with privacy-safe insights into consumer behavior based on movement, dining, and delivery patterns [2]. This allows advertisers to securely combine their own data with Uber’s consented, pseudonymized signals, uncovering patterns and understanding audiences [2].

Industry Collaboration and Standards

LiveRamp is actively involved in shaping the future of agentic advertising by collaborating with industry trade groups to develop new technical standards for how agents exchange signals in digital ad environments. The company donated its User Context Protocol—an open standard for agent communication—to the Interactive Advertising Bureau (IAB) in November to aid in building a framework for agentic ad auctions [1].

Financial Performance

LiveRamp reported fourth-quarter revenues of $212 million, a 9% increase year-over-year. Yet, shares of the company were down almost 7% since the same period last year [1].