LiveRamp has teamed up with Adobe GenStudio for Commerce Media Networks (CMNs), in a new partnership designed to make it easier for brands to build and launch more targeted campaigns within commerce media networks.
The partnership comes as CMNs continue to emerge as one of the fastest-growing advertising channels, giving brands direct access to high-intent shoppers at the moment of purchase.
However, according to LiveRamp, most networks face a compounding challenge – scaling creative production for existing advertisers while activating the far larger base of brands selling through their platform who have never run a single ad.
Adobe GenStudio for Commerce Media Networks helps address this gap — for campaigns built on this platform, the LiveRamp integration enhances their targeting and effectiveness.
“Commerce Media Networks own incredible purchase intelligence but turning that into personaliSed ads at scale has always been the hard part,” Nichole Giamona, head of product, Adobe GenStudio, said.
“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.”
“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 personalisation.”
LiveRamp’s commerce media networks data works alongside Adobe Real-Time CDP Collaboration within GenStudio for Commerce Media Networks, enabling commerce media networks to build targeted customer cohorts from real purchase behavior and scale relevant content to engage with those cohorts across the entire media ecosystem.
Rather than relying on modeled audiences, brands can customise AI-generated creative for specific customer segments, defined by what people have actually 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 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.”
