# LiveRamp steps up AI marketing with Predactiv and Canela for privacy-safe targeting and Hispanic reach > LiveRamp links with Predactiv and Canela to enable privacy-safe ID modeling and CTV/OTT reach. Marketers get safer first-party activation and access to 30M+ U.S. Hispanics. - Type: AI news - Page: https://completeaitraining.com/news/liveramp-steps-up-ai-marketing-with-predactiv-and-canela/ - Published: 2026-03-06 - Updated: 2026-03-06 - Author: Jeroen Erne - Jobs: Marketing - Reading time: 3 min ### LiveRamp broadens AI marketing with Predactiv and Canela partnerships LiveRamp (NYSE:RAMP) rolled out AI-driven workflows and fresh integrations with Predactiv and Canela Media. The focus: secure, privacy-compliant data activation, smarter targeting, and cleaner measurement across more channels and use cases. For marketers, this is about using first-party data with less risk and more reach. It strengthens where LiveRamp sits in your stack-identity, data privacy, and addressable media-while giving your teams practical, agent-led ways to build, activate, and learn faster. #### What changed Predactiv now links with LiveRamp to translate offline, personally identifiable data into hashed and device-level IDs for modeling and activation-without exposing raw PII. That makes lookalike building and conversion modeling possible while staying inside privacy rules. Canela Media brings an audience of 30+ million U.S. Hispanics into LiveRamp's orbit, offering 1,000+ culturally specific segments across CTV and OTT, all accessible through RampID. Targeting and measurement sit on familiar identity rails instead of one-off setups. LiveRamp is also leaning into agent-driven workflows and new AI partners like Scowtt and SemantIQ, signaling a push to make planning, targeting, and optimization more automated-and more repeatable. #### Why this matters for your team First-party data is only useful if you can activate it safely and often. Predactiv helps move offline signals into privacy-preserving IDs you can actually use for modeling and targeting. On the media side, Canela's inventory and audience depth let you plan CTV/OTT with cultural precision while keeping identity consistent across channels. Fewer data handoffs. Fewer blind spots. #### How it fits the bigger picture LiveRamp wants to be the connective layer between marketers, data owners, and media platforms. The strategy: stay neutral, stay privacy-focused, and let partners bring specialized audiences and modeling on top of RampID. The trade-off is reliance on a smaller set of high-value partnerships. If they work, usage consolidates around LiveRamp's identity and AI workflows. If partners or large platforms pull back, the impact could be felt quickly. #### Risks and rewards to consider - **Risk:** Heavier dependence on third-party partners and large clients. Any pullback could hit activation volume and campaign reliability. - **Risk:** Shifts in how identifiers (mobile IDs, IP-based signals) are treated-or tighter privacy rules-could limit the upside of these integrations. See frameworks like [GDPR](https://gdpr.eu/?ref=completeaitraining.com) and [CPRA](https://oag.ca.gov/privacy/ccpa?ref=completeaitraining.com). - **Reward:** Converting offline PII into privacy-compliant IDs and monetizing it through Predactiv's lookalikes opens new use cases for data owners and partners using LiveRamp. - **Reward:** Access to Canela's 1,000+ Hispanic audience segments and AI partners like Scowtt and SemantIQ widens targeting options across CTV/OTT and beyond. #### What to watch next Adoption of agent-driven workflows-are teams actually using them week to week? Depth of integrations with Predactiv, Scowtt, and Canela-do they translate into multi-quarter relationships and measurable outcomes? Competitive moves from identity and adtech players (e.g., The Trade Desk, Experian, Oracle) on privacy-safe IDs, clean rooms, and AI tooling. And of course, any regulatory or platform shifts that change how identifiers are collected, shared, or modeled. #### Practical next steps for marketers - Audit your first-party data readiness. Map key offline fields to hashed IDs and define what flows into modeling vs. activation. - Run a controlled test with Predactiv: build a lookalike from a high-intent cohort, activate in 1-2 channels, and compare lift vs. your baseline. - Plan a CTV/OTT pilot with Canela's segments to reach U.S. Hispanic audiences. Set clear pre/post metrics: reach, frequency, incremental conversions. - Operationalize agent workflows: decide the tasks AI agents own (audience build, pacing alerts, anomaly checks) and the approvals they require. - Tighten measurement: ensure identity is consistent across channels, and route outcomes back into modeling for the next cycle. - Create a contingency plan for identifier policy changes. Maintain channel and ID diversity to avoid single points of failure. #### Bottom line LiveRamp is pushing deeper into AI-led, privacy-first activation by pairing its identity layer with partners that bring modeling strength and audience depth. If you rely on first-party data and CTV/OTT growth, these moves are worth testing now-and scaling if the metrics hold. Want a structured way to upskill your team on agent workflows, identity, and activation? Explore the [AI Learning Path for Marketing Managers](https://completeaitraining.com/learningpath/ai-for-marketing-managers/). --- This is the Markdown form of https://completeaitraining.com/news/liveramp-steps-up-ai-marketing-with-predactiv-and-canela/. The whole site is mapped at https://completeaitraining.com/llms.txt.