Data collaboration platform LiveRamp is now enabling customers to integrate their AI agents of choice.
LiveRamp customers—including major ad agencies, big brands like Uber and Coca-Cola, publishers like Paramount, Netflix, and Spotify, and tech partners like The Trade Desk and Index Exchange—will be able to plug in specialized agents to interact with any partner on the platform. This is a new capability; previously, agents would need to call the LiveRamp API to access their data on the platform.
With the direct integration, agents can be used to automate audience planning and segmentation and help marketers measure and optimize their campaigns. They will also be able to interact with partner agents and LiveRamp’s own proprietary agents, which debuted last fall and are designed to automate marketing tasks involving identity, audience segmentation, activation, and measurement.
“The way people used to interact with our platform is we would build our UIs and human users would go click and click. Sometimes engineers would come and integrate with our APIs, and that would be a big software development piece,” said Matthew Karasick, the company’s head of product. “We are making it so that all of the things you can do in our platform, you can do agentically.”
Early feedback on the integrability of third-party agents has been “fantastic,” Karasick said. Customers are pleased with the ability to more quickly turn measurement data into tangible insights for campaign optimization and with the ability to link ad spend data with outcome data, he added.
The development is part of a wider shift for the 15 year-old adtech business. LiveRamp is increasingly positioning itself as an agent orchestration layer for marketing operations, where it previously focused primarily on identity resolution and data collaboration.
In January, the company began allowing marketers and developers on its Data Marketplace to license partners’ AI models or license datasets to train their own AI models. Now, users can also license partners’ AI agents and applications as well, or, plug in their own proprietary or off-the-shelf agents.
To support its expansion into agentic AI, LiveRamp has also expanded its partnership with Newton Research, an AI-driven platform that automates marketing analytics for brands and ad agencies. Previously, LiveRamp users could query a Newton Research-backed large language model to pull insights from within their own clean rooms. Now, with a new integration, marketers can use Newton Research agents to not only perform analysis but also take action on behalf of users across their marketing workflows.
“Customers are using Newton’s agents to shorten that timeline from ‘Hey, the data is showing us this—here are the blueprints of what you should do next,’ and actually going and making those changes,” said Karasick.
LiveRamp is arriving at a place where customers can simply input their top goals and watch agentic workflows get them there, Karasick suggested. “All of the capabilities that [humans] would want along the way, we’re adding in,” he said. “That’s everything from the planning phase—being able to do it with more data and more capabilities than before—to being able to use segmentation in a more goal-based way, using combinations of first-, second-, and third-party data all in one place.”
