LiveRamp has announced a new integration with Adobe GenStudio for Commerce Media Networks (CMNs), making commerce purchase data available through LiveRamp’s platform for use in Adobe’s agentic content supply chain. This partnership enables brands to build and launch more targeted campaigns within commerce media networks, addressing the challenge of scaling creative production for advertisers.

Commerce Media Networks have emerged as a rapidly growing advertising channel, providing brands direct access to high-intent shoppers at the moment of purchase. However, networks face the difficulty of scaling creative production for existing advertisers while activating a larger base of brands that have never advertised. Adobe GenStudio for Commerce Media Networks addresses this gap, and the LiveRamp integration enhances targeting and effectiveness for campaigns built on this platform.

"Commerce Media Networks own incredible purchase intelligence but turning that into personalized ads at scale has always been the hard part. Now CMNs can leverage AI to match the right ad to the right moment — at scale, on brand, and without operational overhead — to further increase marketing performance," said Nichole Giamona, Head of Product, Adobe GenStudio.

LiveRamp’s commerce media networks data works alongside Adobe Real-Time CDP Collaboration within GenStudio for Commerce Media Networks. This allows commerce media networks to build targeted customer cohorts from real purchase behavior and scale relevant content to engage with those cohorts across the media ecosystem. Instead of relying on modeled audiences, brands can customize AI-generated creative for specific customer segments defined by actual purchase history.

"To win in a crowded market, commerce media networks must continue evolving their capabilities to include the scale of AI, as well as the powerful creative personalization it powers," said Travis Clinger, Chief Connectivity & Ecosystem Officer and GM, International at LiveRamp. "With this new capability to extend the applicability of data, as well as amplify the importance of consumer touchpoints with Adobe’s creative and customer leadership and LiveRamp’s insights and network, brands will have more power than ever before to create impactful marketing."

LiveRamp has launched the LiveRamp Agent Builders (LAB) program, a new initiative designed to bring more partner-built agents into its network and accelerate marketers' ability to transform planning, measurement, activation, and data transformation with AI. The program aims to lower barriers to entry for both marketers and partners, providing access to agents from participating AI companies during the pilot period. This allows customers to focus on finding tools that create value while ensuring neutrality and trust in data collaboration.

Matt Karasick, Chief Product Officer at LiveRamp, emphasized the program's goal of streamlining marketers' agentic buying checklists to help them drive value from agents. The LAB program enables marketers to deploy agents for new or existing workflows using the LiveRamp platform, while partners can leverage LiveRamp's APIs and MCP servers to make their agents available to all customers in tandem with the LiveRamp team.

Founding Partners and Solutions

The LAB program's Founding Partners include SemantIQ, Newton Research, Akkio, and Datalinx, each offering specialized agent solutions for LiveRamp's customers. These partners provide capabilities ranging from healthcare provider audience analysis to media optimization and data standardization.

Industry Impact and Future Expansion

Albertsons Media Collective is already working with Newton Research's agent to unlock comprehensive analytics across data environments. Manik Khanna, Co-founder & CEO of SemantIQ, highlighted the importance of governed, auditable environments for AI agents in healthcare marketing. Jon Reilly, CEO and Co-Founder of Akkio, noted the partnership's ability to streamline audience targeting and activation.

LiveRamp plans to expand the LAB program to limited release, making it available to more marketers and agentic builders. The company continues to build on the success of its Founding Partners to enhance the data collaboration network. Interested parties can reach out to LAB@liveramp.com for more information.