• LiveRamp Holdings (NYSE:RAMP) entered a technology partnership with Scowtt to integrate Scowtt's predictive AI models into its platform for privacy-focused ad optimization.
• The company announced a new partnership with Canela Media to support targeted marketing to Hispanic audiences across OTT and data collaboration channels.
• Advertising and retail media veteran Kristi Argyilan has joined LiveRamp's Board of Directors, adding deep experience in retail and digital media.

LiveRamp focuses on data connectivity and privacy-centric identity tools that help brands and publishers make their marketing more addressable across channels. These new partnerships fit within that core business, tying LiveRamp's infrastructure to Scowtt's AI predictions and Canela Media's Hispanic audience reach. This comes at a time when marketers are paying close attention to both privacy rules and audience quality. For investors, the moves highlight how NYSE:RAMP is working to deepen its role in the ad tech and retail media ecosystem rather than compete on media inventory.

The Scowtt and Canela Media agreements, combined with Kristi Argyilan's retail and media background, may influence where LiveRamp focuses product and partnership efforts, especially around retail media, OTT and audience collaboration. If you follow NYSE:RAMP, these developments are worth monitoring for how they shape customer use cases, data partnerships, and potential differentiation versus other data and identity platforms.

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For LiveRamp, these moves are about making its core data collaboration platform more useful where marketers are actually spending money. Scowtt’s AI models plug directly into existing LiveRamp workflows, so brands can use their own CRM data and third party intent data to score audiences on likely conversion value without adopting new systems. That ties predictive decisioning directly to LiveRamp’s identity graph and activation pipes. The Canela Media deal does something similar on the media side, giving LiveRamp customers a direct route to a large, deterministic U.S. Hispanic audience with granular segments across OTT and CTV. Together, they broaden the use cases for LiveRamp’s tools in performance marketing and multicultural targeting.

How This Fits Into The LiveRamp Holdings Narrative

• The Scowtt integration directly supports the idea of LiveRamp as an AI enabler, connecting first party data, identity and AI models for marketing use cases.
• The additional investment in media and retail media capabilities could intensify competition with large platforms such as The Trade Desk, Adobe or Google, testing the neutral-enabler positioning described in the narrative.
• Kristi Argyilan’s retail media background, and the Canela Media partnership in Hispanic audiences, add a commerce and multicultural media angle that is not fully reflected in the original catalysts focus on CTV and AI data marketplaces.

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The Risks and Rewards Investors Should Consider

• ⚠️ Execution risk if LiveRamp struggles to scale the Scowtt integration or fails to show clear performance lift for advertisers relative to competing AI tools from larger ad tech vendors.
• ⚠️ Competitive and regulatory pressures in data collaboration and identity, where rivals and tighter privacy rules could limit how much value LiveRamp and its partners can extract from data.
• 🎁 The Scowtt partnership could make LiveRamp’s platform more attractive to performance focused marketers who want value based optimization tied to first party data and identity.
• 🎁 The Canela Media deal and Kristi Argyilan’s appointment expand LiveRamp’s reach in Hispanic audiences and retail media, two areas where advertisers are actively looking for targeted, measurable solutions.

What To Watch Going Forward

As an investor, you may want to watch how quickly Scowtt’s models gain adoption within LiveRamp’s customer base, and whether management starts calling out AI driven or value based optimization wins in future updates. It is also worth tracking how often LiveRamp references Canela Media and other retail or multicultural media partnerships when discussing growth in OTT and commerce media use cases. Finally, board level influence from Kristi Argyilan could show up in product priorities or new alliances with retailers and delivery platforms.

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