LiveRamp launched new Agentic AI capabilities today, transforming marketing planning, execution, measurement, and optimization workflows. The company enables agent-powered platform access, allowing AI agents to collaborate autonomously with partners. Consequently, marketing ecosystems shift from fragmented manual workflows to intelligent, governed execution models. Customers access capabilities while following organizational AI policies and provider usage guidelines.
“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 platform integrates agents from Newton Research and SemantIQ as initial ecosystem partners. LiveRamp continues expanding ecosystem partnerships to improve marketing workflow automation. Clients now license partner AI-powered applications through centralized platform access. Marketers manage end-to-end campaigns, including audience creation, measurement, and media optimization. Premium data remains securely governed inside one central marketing intelligence hub. This strategy strengthens performance marketing outcomes and operational efficiency.
Advanced Measurement and Growth Tools
LiveRamp also introduced flexible precision growth tools for smarter campaign planning and execution. Marketers using AI agents can continuously optimize audience engagement across multiple marketing channels. The update supports enhanced lookalike modeling across first-, second-, and third-party datasets. Additionally, marketers apply identity-powered control groups across channels for consistent performance measurement.
“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.”
Marketing teams now achieve stronger privacy-safe modeling through data collaboration technology. Platforms protect consumer privacy while improving audience recommendations. MGM Resorts International also confirmed stronger marketing scaling efficiency using AI collaboration.
“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.
IDC Research noted marketing challenges historically involved data, workflow, and connectivity barriers. LiveRamp solves these challenges through multi-source data activation. The solution supports first-, second-, and third-party data integration. Therefore, marketers gain seamless ecosystem connectivity. Overall, this release delivers marketer-focused AI automation solutions.
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News Source: Businesswire.com
