LiveRamp Launches Brand Campaign on Netflix as Publicis Deal Fuels Scrutiny of its Neutrality

Publicis did not comment by press time.

The decision to position LiveRamp as a trusted platform for activating data in AI workflows builds on the company’s strategic shift. It no longer wants to be seen as just an identity and cleanroom provider; it wants to be seen as a trusted data and governance layer that can undergird a variety of AI marketing tasks. It aligns with recent moves by the company, which last month launched a program to bring more external, partner-run AI agents onto its network and also established an arrangement with OpenAI that lets marketers assess the performance of their ChatGPT ads using LiveRamp’s Conversions API. 

Rooting its CTV campaign in a message of trust, Shapiro suggested, could drive the point home. Marketing decision-makers, she said, need to “make tough choices about which AI solutions to invest in, and so we need to keep reinforcing why LiveRamp is the right solution and drives the right outcome.”

LiveRamp developed the new campaign with Archetype, an agency owned by London-based Next 15 Group that counts Airbnb, Pizza Hut, and Nvidia as clients. The ads debut on Netflix, one of LiveRamp’s top advertising partners, with additional activation on YouTube and across social media. The adtech company is hoping that the push will generate positive engagement, increase the brand’s share of voice in the market, and help it win new business.