The data platform is building AI tools to help marketers use first-party data more effectively, but staying neutral as Publicis moves to acquire it.
LiveRamp, the data activation platform relied on by thousands of marketers, is moving deeper into AI. In a June 2026 interview with Marketing Dive at Cannes, CEO Scott Howe revealed that the company is partnering with OpenAI to build AI capabilities directly into its platform, while also expanding integrations with Adobe and other major vendors.
LiveRamp's collaboration with OpenAI focuses on making first-party customer data more useful. Instead of building your own workflows to activate data, AI will help you extract more value from what you already own. This is a shift away from the industry's decades-long dependence on third-party cookies and tracking. For your business, it means your customer lists, purchase history, and engagement data become more actionable without buying additional audience segments from brokers.
Howe emphasized that LiveRamp is not becoming an OpenAI product or lock-in vendor. The partnership is additive: AI gets layered on top of your existing data relationships.
Here is the tension: Publicis is in the process of acquiring LiveRamp. Publicis is a holding company with its own suite of martech tools. The natural concern is that LiveRamp will be forced to favor Publicis platforms and abandon other vendors. Howe made a point to address this head-on in Cannes.
Howe remains committed to LiveRamp's neutrality and multi-vendor approach, even under Publicis ownership.
Marketing Dive, June 2026
LiveRamp's value to you is that it sits between all your martech tools. If the platform became a Publicis-only proprietary tool, that value evaporates. Howe's stance is that LiveRamp will stay independent in practice, working with Adobe, Salesforce, and others as standard practice.
How WebKing runs this
We monitor platform partnerships that reshape how you own and activate customer data. LiveRamp's move signals where the industry is heading: AI-powered activation of your own data, not third-party targeting.
No. LiveRamp CEO Scott Howe emphasized the company's commitment to neutrality. The partnership adds AI capabilities without locking you into a single vendor ecosystem. You can still use LiveRamp across Adobe, Salesforce, and other platforms.
LiveRamp intends to remain independent and vendor-neutral even after Publicis's acquisition. Howe made clear the platform will continue serving all marketing platforms, not just Publicis tools.
The partnership is building AI tools to help you activate first-party customer data more effectively. The specifics are still being developed, but the goal is making your owned data more actionable through AI without relying on third-party tracking.
Yes. Howe discussed new collaborations with Adobe as part of LiveRamp's multi-vendor strategy, reinforcing that the platform is designed to work across your existing martech stack, not replace it.
Sources
The Lab is original analysis by WebKing. We summarize and interpret developments from the sources above for industrial, commercial, and small business owners. Figures are reported as published by their sources.
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