LiveRamp Partners with Adobe to Bring Commerce Purchase Data

Commerce Media Networks (CMNs) are one of the fastest-growing advertising channels, allowing brands to reach shoppers at the exact moment of purchase. However, many networks struggle to scale creative production for current advertisers while also onboarding a much larger group of brands that have never run ads before.

Adobe GenStudio for Commerce Media Networks helps address this challenge. With the LiveRamp integration, campaigns built on this platform gain improved targeting and better overall performance.

LiveRamp’s commerce media networks data works together with Adobe Real-Time CDP Collaboration in GenStudio for Commerce Media Networks. This allows commerce media networks to build customer groups based on real purchase behavior and deliver more relevant content to those audiences across different media channels.

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Instead of using predicted or modeled audiences, brands can use actual purchase data to define customer segments. They can then personalize AI-generated creative content for each segment based on what customers have truly bought.

“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.”

“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 increase marketing performance further,” said Nichole Giamona, Head of Product, Adobe GenStudio. “As CMNs rapidly become a cornerstone of marketers’ strategies, this solution helps networks to scale cutting-edge service and capabilities to their customers, giving them unprecedented control over content, targeting, and personalization.”

About LiveRamp

Founded in 2011, LiveRamp helps enable responsible data collaboration between leading brands, retailers, financial services companies, and healthcare organizations. As consumers adopt more AI-driven experiences, LiveRamp’s data collaboration network improves the scale and accuracy of data used in marketing AI. This helps companies gain deeper customer insights and improve marketing performance globally.

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