LiveRamp expands Marketplace into AI marketing hub

LiveRamp has expanded its Marketplace product into a broader hub for artificial intelligence in marketing, adding access to data, third-party AI models and AI-powered applications for advertisers and developers.

The move extends the company's existing Data Marketplace beyond data licensing. Customers can now source datasets for model training, rent external models that run against their own information, and, in time, connect to AI agents for tasks such as audience creation and campaign measurement from within the same environment.

LiveRamp positions the expanded Marketplace as an environment for marketing teams, data scientists and developers who want AI tools that operate against real-world, permissioned data under defined controls on usage and access.

The company said the interface offers governed access to premium datasets and what it describes as intelligence for AI use cases. Every interaction is authenticated and subject to purpose-based restrictions. The activity is auditable.

Data partners gain a commercial channel for datasets and models inside the Marketplace. They retain controls over how these assets are used, who can access them and in which environments. Marketers work with these assets from a single console rather than separate vendor integrations.

Three core uses

The expanded Marketplace covers three main categories of AI use in advertising and marketing. The first involves licensing data for training and tuning models. Customers can discover and integrate permissioned datasets that span consumer behaviour, commerce data, media engagement and transaction signals.

LiveRamp said this form of access fills gaps in consumer understanding. It said it can also increase model scoring quality and improve real-time decision processes in areas such as targeting and personalisation.

The second category allows brands to license partners' AI models. A marketer can apply a third-party model to its own first-party data without moving that underlying data into external systems. The company said sensitive information does not leave the client's environment.

This creates a route for advertisers to combine their internal datasets with external modelling approaches. Brands can add partner intelligence on top of their existing data assets.

The third category, which LiveRamp said is "coming soon", focuses on AI applications and agents. Clients will gain access to partner-built tools inside the Marketplace interface.

These tools target use cases such as audience building, campaign measurement and media optimisation. Customers will access them directly within the Marketplace rather than through separate sign-ons.

AI and clean rooms

LiveRamp has been positioning its infrastructure around privacy-centric environments such as data clean rooms. These environments aim to let multiple parties work with combined datasets while restricting the movement of raw information.

Chalice, an AI advertising company, is one of the partners referencing that approach in public. It uses LiveRamp's infrastructure for campaigns that rely on consumer-level data under privacy controls.

"Just as language is now fuel for AI reasoning, consumers and their attributes help AI drive the most effective possible ad targeting. LiveRamp is essential for allowing Chalice AI to do this privately for advertisers, in trusted execution environments like the LiveRamp Clean Room," said Adam Heimlich, CEO, Chalice. "The unparalleled reach of LiveRamp's network makes it easy for brands to leverage their owned data assets to produce better decisions and more incremental lift from advertising."

LiveRamp said the Marketplace launch builds on work it has already done on multi-agent collaboration. It has also added AI-powered segmentation and AI-powered search in recent product cycles as it targets more machine-learning driven use cases.

Vihan Sharma, Chief Revenue Officer at LiveRamp, highlighted the role of permissioned data in AI systems in a statement.

"The ability for AI systems to safely and seamlessly access and leverage premium, permissioned data will redefine how enterprises build intelligence. By increasing access to the world's most powerful data collaboration network, we can empower the ecosystem with the highest quality signals for superior, responsible performance," said Sharma.

LiveRamp said data partners can begin onboarding what it calls AI-ready datasets into the Marketplace now. Enterprises and AI developers can seek early access as the company broadens the range of data, models and agents offered through the service.