LiveRamp is making a clear statement about where advertising data is headed next—and it’s not just toward better targeting, but toward AI systems that can reason, predict, and act using real-world, permissioned data.

The data collaboration company today announced a major expansion of its Data Marketplace, adding support for AI training data, third-party AI models, and AI-powered applications and agents. The move effectively transforms the Marketplace from a data licensing destination into a centralized hub for building, deploying, and scaling AI across advertising and marketing workflows.

For marketers, data scientists, and developers, the promise is simple: easier access to high-quality data and AI capabilities—without sacrificing governance, privacy, or control.

Why LiveRamp Is Reframing the Data Marketplace Around AI

AI adoption in marketing has accelerated rapidly, but most teams face the same constraint: models are only as good as the data they can safely access.

Public data is limited. First-party data is siloed. And licensing third-party data or models often involves complex negotiations, technical integration, and compliance risk. LiveRamp’s expanded Marketplace is designed to remove that friction.

By enabling clients to license data for AI training, license partner AI models, and soon license AI-powered applications, LiveRamp is positioning its Marketplace as infrastructure for responsible AI—not just a transaction layer.

The shift reflects a broader industry reality: AI in advertising is moving from experimentation to production. And production-grade AI demands governed access to real consumer signals.

A Centralized, Governed Marketplace for AI

At the heart of the expansion is LiveRamp’s focus on trust and control.

Through a single, user-friendly interface, clients can now access premium datasets and AI intelligence for specific, auditable use cases. Every interaction in the Marketplace is authenticated, purpose-bound, and logged—an important distinction as regulators, brands, and consumers scrutinize how data is used in AI systems.

For data partners, the Marketplace offers something equally important: visibility.

Instead of losing control once data or models are licensed, partners retain clear insight into how their assets are being used, where they’re deployed, and by whom. That transparency lowers the barrier for data owners who want to participate in AI ecosystems without exposing sensitive assets.

For marketers, the result is a single destination to power AI initiatives—without stitching together point solutions or navigating legal gray areas.

Three Core AI Use Cases LiveRamp Is Targeting

LiveRamp’s expanded Data Marketplace is structured around three primary AI-driven use cases, each addressing a different layer of the marketing stack.

1. Licensing Data to Train and Tune AI Models

Clients can now securely discover and license AI-ready, permissioned datasets spanning consumer behavior, commerce activity, media engagement, and transaction signals.

These datasets help fill persistent blind spots in consumer intelligence—improving model accuracy, scoring, and real-time decisioning. For brands building predictive models or personalization engines, access to richer signals can mean the difference between generic automation and meaningful relevance.

Crucially, the data remains governed throughout the process, ensuring it’s used only for approved purposes.

2. Licensing Partner AI Models—Without Data Movement

In a notable shift from traditional data sharing, marketers can license a partner’s AI model and apply it to their own first-party data—without sensitive information moving or being exposed.

This model-first approach allows brands to tap into external intelligence while maintaining control of their data. It also opens the door for specialized modeling partners to distribute AI capabilities without handling raw customer records.

For enterprises concerned about data leakage or compliance, this architecture is likely to resonate.

3. Licensing AI-Powered Applications and Agents (Coming Soon)

Looking ahead, LiveRamp plans to enable direct access to AI-powered applications and agents within the Marketplace. These tools will support use cases such as audience building, measurement, and media optimization—effectively packaging AI outcomes, not just inputs.

If executed well, this could significantly lower the technical barrier for marketers who want AI-driven results without building or training models themselves.

Why Permissioned Data Is Becoming AI’s Competitive Advantage

As large language models become more commoditized, differentiation is shifting to data—specifically, data that is accurate, current, and permissioned.

“Just as language is now fuel for AI reasoning, consumers and their attributes help AI drive the most effective possible ad targeting,” said Adam Heimlich, CEO of Chalice AI. He pointed to LiveRamp’s role in enabling AI systems to operate privately within trusted environments like clean rooms.

That distinction matters. AI systems trained on ungoverned or low-quality data risk poor performance and regulatory exposure. By contrast, AI powered by permissioned, real-world signals can deliver more incremental lift—while staying on the right side of privacy expectations.

LiveRamp’s extensive network gives brands reach and scale that would be difficult to replicate independently, particularly as third-party cookies disappear and identity resolution grows more complex.

LiveRamp’s Broader AI Push Comes Into Focus

The Marketplace expansion doesn’t exist in isolation. It builds on a series of recent LiveRamp innovations designed to make AI usable across data collaboration workflows.

Those include multi-agent collaboration, AI-powered segmentation, and AI-driven search, all aimed at reducing friction between data, insights, and activation.

Taken together, the strategy is clear: LiveRamp wants to be the connective tissue between enterprise data and AI execution—especially in environments where privacy and trust are non-negotiable.

According to LiveRamp Chief Revenue Officer Vihan Sharma, safe access to premium data will fundamentally reshape enterprise intelligence. “By increasing access to the world’s most powerful data collaboration network, we can empower the ecosystem with the highest quality signals for superior, responsible performance,” he said.

Implications for Marketers, Data Scientists, and AI Builders

For marketers, the expanded Marketplace simplifies AI adoption. Instead of managing multiple vendors, contracts, and integrations, they can source data, models, and applications in one governed environment.

For data scientists and developers, it shortens the path from experimentation to deployment—especially for models that require real-world behavioral signals to perform well.

And for data partners, it creates a new revenue stream that aligns with modern expectations around transparency and control.

In a market where AI ambition often outpaces operational readiness, LiveRamp is betting that infrastructure—not algorithms—will decide who wins.

From Data Licensing to AI Infrastructure

LiveRamp’s expansion marks a meaningful evolution in how data marketplaces are defined. This is no longer just about buying and selling datasets—it’s about enabling AI systems to operate responsibly at scale.

As advertisers, agencies, and platforms race to embed AI deeper into planning, measurement, and optimization, access to trusted data will become a prerequisite rather than a differentiator.

By turning its Data Marketplace into a hub for AI data, models, and applications, LiveRamp is positioning itself at the center of that shift—where data collaboration meets AI execution.

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