LiveRamp, the data-collaboration platform, unveiled a partnership at Cannes pairing its shopper data with Adobe's GenStudio so commerce-media advertisers can power AI-generated creative with real transaction-level insights rather than modeled audiences. CEO Scott Howe said the tie lets advertisers optimize not just targeting but the creative itself down to a granular level, part of LiveRamp's push to serve emerging ad “destinations” alongside its new measurement partnership with OpenAI's ChatGPT ads. Howe also defended LiveRamp's pending $2.2B takeover by Publicis Groupe, insisting the company will stay neutral despite skepticism that the deal favors Publicis, with the firm hoping to use Publicis' scale to grow international revenue beyond its current 5%. The neutrality concerns aren't theoretical, as Publicis rival WPP said it plans to stop using LiveRamp after the deal closes.
