Adtech platform LiveRamp has launched its first ever brand campaign on connected TV.
The adtech company will air 15- and 30-second ads for its services on Netflix for the next five months, targeting executives with a promise to help marketers connect data sources seamlessly and “deliver experiences customers want, maximise marketing returns, and drive more revenue.”
The campaign has been placed on Netflix just weeks after Publicis announced plans to acquire the platform.
At the time, the acquisition announcement sparked a wave of debate across the industry, with agencies and analysts questioning what the deal means for competition, data neutrality and the future of AI-powered marketing infrastructure.
The deal is valued at US$2.55 billion (A$3.9 billion), with the transaction expected to close by the end of 2026.
Beyond advertising their own services, the LiveRamp and Netflix partnership also centers on data collaboration – allowing brands to use LiveRamp’s identity infrastructure to securely target and measure their own ad campaigns on Netflix’s ad-supported tier.
“The LiveRamp partnership has been great for us. Having a partner who’s trusted by advertisers, helping us bring data in, helping create data collaboration, and helping us deliver better performance for our advertisers is a benefit to the entire industry,” Jon Whitticom, Netflix’s VP product ads, said in a recent blog post.
As of November 2025, ads on Netflix reach more than 190M Monthly Active Viewers (MAVs) globally.
B&T has requested a statement from LiveRamp.
