LiveRamp has partnered with Adobe GenStudio for Commerce Media Networks, making LiveRamp's commerce purchase data available within Adobe's system for advertising campaigns.
The tie-up targets brands using commerce media networks, a fast-growing segment of digital advertising that gives marketers access to shoppers close to the point of purchase. It combines purchase data and identity matching with generative AI tools for creative production and campaign delivery.
Commerce media networks have expanded as retailers and marketplace operators look to monetise shopper data and advertising inventory. For brands, they provide access to audiences based on buying behaviour. But for many networks, scaling creative work and bringing in smaller advertisers remains a challenge.
Under the integration, LiveRamp's commerce media network data will work with Adobe Real-Time CDP Collaboration within GenStudio for Commerce Media Networks. This will let commerce media networks build customer groups based on actual purchase behaviour, then create tailored advertising content for those groups across media channels.
The companies are positioning the move as a way to reduce reliance on modelled audiences. Instead, advertisers can shape AI-generated creative around customer segments defined by the products people have bought.
That could be particularly relevant for smaller brands or those that have not previously advertised through commerce media networks. The set-up is intended to reduce the need for large upfront spending on data preparation or creative resources, which has often limited participation.
Creative bottleneck
One pressure on commerce media networks is the need to produce a large volume of campaign assets while keeping them relevant to different audiences. Existing advertisers often want more personalised creative, while many brands selling through retail and marketplace platforms have yet to run campaigns at all.
Adobe said GenStudio for Commerce Media Networks was designed to address creative, data and activation needs in a single workflow. LiveRamp's role is to make commerce purchase data available for targeting and match that information to identity frameworks used in campaign planning.
"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, Adobe.
Her comments reflect a broader shift in advertising infrastructure, as platforms try to connect audience data, content generation and media activation more closely. In commerce media, that shift has been driven by the value of first-party retail data and pressure on brands to show clearer returns on advertising spend.
The arrangement extends the use of commerce media data beyond audience planning alone. In practice, purchase signals can also shape the creative assets shown to different groups of shoppers, rather than being used only to decide where media is placed.
Data and AI
The integration also reflects a wider effort by ad technology and software companies to embed AI tools into campaign processes that were previously fragmented. Advertisers have often handled data segmentation, creative production and media execution in separate systems, creating delays and added costs.
By linking audience information with content generation, the companies aim to streamline that process for commerce media operators and the brands advertising through them. The emphasis is on enabling campaigns to be created and launched with fewer manual steps.
"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," said Giamona.
LiveRamp presented the partnership as part of a broader effort to help commerce media networks adapt as advertisers demand more precise targeting and more relevant creative. The company has been expanding its role in identity resolution and data collaboration for marketers, retailers and media owners.
"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, 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," said Clinger.