LiveRamp Unveils Agentic AI Enhancements to Transform Marketing Growth and Measurement

LiveRamp has rolled out significant agentic AI upgrades designed to revolutionise how marketers plan, execute, measure and optimise campaigns by automating traditionally manual workflows through autonomous AI agents within its data collaboration platform. These enhancements introduce agent-powered access that allows specialised AI agents from partners such as Newton Research and SemantIQ to act autonomously across the marketing life cycle, enabling tasks like audience building, cross-media measurement, optimisation and experimentation with governed access to premium data.

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The platform now supports enhanced lookalike modelling across first-, second- and third-party data, a unified identity-powered control group for consistent performance measurement across channels, and tools that help continuously optimise audience performance. Early use cases include healthcare provider audience creation in LiveRamp’s Clean Room and natural-language measurement insights via Cross-Media Intelligence. This initiative, aligned with enterprise AI governance policies, aims to streamline fragmented marketing workflows into intelligent, governed execution, empowering marketers to achieve smarter growth planning and measurement while preserving data security and privacy.

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