Predactiv and LiveRamp announced a new integration that enables brands and organizations to onboard offline first‑party data—such as names, addresses, emails, and phone numbers—into the Predactiv Data Platform. The partnership removes a previous limitation that prevented personally identifiable information (PII) from being used in advertising and modeling environments, allowing clients to build modeled audiences, expand seed datasets into high‑propensity segments, and activate those segments across the platform.
The integration expands the types of data that can be enabled within Predactiv’s ecosystem and creates a new revenue stream for LiveRamp by broadening its data onboarding capabilities. LiveRamp’s role as a neutral hub that connects brands, ad tech, and data providers is reinforced, potentially increasing marketplace activity and strengthening its network moat.
Predactiv’s Chief Product Officer, Michael Gorman, said, "This integration with LiveRamp is a natural extension of our Lookalike Modeling release and our broader platform vision. We've always believed that the future of data enablement must be both privacy‑safe and performance‑driven." The partnership aligns with the industry’s shift toward privacy‑first data solutions and the deprecation of third‑party cookies.
By converting PII into privacy‑safe identifiers, the integration allows clients to leverage a broader range of first‑party data for advanced analytics, audience segmentation, and advertising activation. The move positions both companies to capture growing demand for privacy‑compliant data activation and strengthens their competitive stance in the data collaboration market.
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