LiveRamp Holdings announced a partnership with Canela Media that will give advertisers a direct channel to reach more than 30 million U.S. Hispanic consumers through Canela’s proprietary audience data. The deal leverages LiveRamp’s RampID, a privacy‑compliant identifier that allows marketers to connect to Canela’s inventory on over‑the‑top (OTT) platforms and other media channels, and it unlocks Canela’s deterministic audience segments in the LiveRamp Data Marketplace.
The partnership is strategically significant for both companies. For LiveRamp, adding Canela’s culturally relevant data strengthens its position as a neutral, interoperable data hub and expands its reach into a rapidly growing demographic that is increasingly important to advertisers. For Canela Media, the deal provides access to LiveRamp’s extensive network, enabling the company to monetize its audience data more effectively and reach a broader range of advertisers across multiple media formats.
The U.S. Hispanic market is a key growth engine for digital advertising, with a population of more than 60 million and a spending power that is projected to outpace the overall U.S. consumer market. By integrating Canela’s audience into its platform, LiveRamp can offer advertisers granular insights into demographics, cultural affinity, device type, and other attributes that are essential for crafting resonant campaigns in a privacy‑conscious environment.
LiveRamp’s Q3 FY26 results provide useful context for the partnership. The company reported revenue of $212 million, up 9 % year‑over‑year, and a record operating margin. However, annual recurring revenue (ARR) growth slowed to 7 % from 10 % in the prior year, reflecting a broader trend of decelerating growth in the data‑collaboration market. The partnership with Canela is therefore positioned to help LiveRamp sustain revenue momentum by tapping into a high‑value audience segment and reinforcing its value proposition to advertisers seeking culturally relevant, privacy‑compliant data.
The collaboration also aligns with industry trends toward data‑driven, cross‑media measurement and the need for privacy‑compliant solutions. By combining RampID’s identifier technology with Canela’s deterministic dataset, advertisers can activate audiences across OTT, CTV, and other platforms while maintaining compliance with evolving data‑privacy regulations. This synergy is expected to enhance LiveRamp’s competitive edge against other data‑collaboration platforms and support its long‑term growth strategy.
Overall, the partnership represents a meaningful expansion of LiveRamp’s data ecosystem and a strategic move to capture a growing segment of the U.S. advertising market. The deal is expected to strengthen LiveRamp’s market position, provide new revenue opportunities, and reinforce its commitment to privacy‑compliant data solutions.
The content on EveryTicker is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.