LiveRamp expands data network with Netflix and HBO Max ad-tech integrations
LiveRamp has expanded its data collaboration and identity network with premium streaming integrations including Comcast's FreeWheel, Netflix Ads, and Warner Bros. Discovery's HBO Max. These integrations allow advertisers to leverage first-party data and LiveRamp's identity frameworks to target and measure audiences across major collaborative CTV environments.
Key Takeaways
- Netflix Ads now allows first-party data activation via LiveRamp across 11 ad-supported markets
- HBO Max is enabled with LiveRamp identity frameworks in the U.S., LATAM, and EMEA regions
- Integrations with FreeWheel provide direct access to premium streaming inventory with transparent, data-driven targeting
- Netflix reported reaching 190 million monthly active viewers as of October 2025
Why It Matters
By integrating with the industry's largest ad-supported streamers, LiveRamp is positioning its RampID and ATS frameworks as the connective tissue for fragmented CTV measurement. This move provides a standardized path for brands to bypass third-party cookie loss by leveraging authenticated first-party data across three of the most significant premium video inventories. For the ecosystem, this creates a more interoperable environment where advertisers can justify shifting larger linear budgets to streaming through unified reach and conversion metrics. Watch for whether this consolidation of data collaboration tools leads to higher CPMs for Netflix and HBO Max as targeting precision improves.
Additional Context
The expansion follows several high-stakes moves in the ad-tech and streaming sectors. Per ExchangeWire in May 2026, Publicis Groupe announced a $2.2 billion acquisition of LiveRamp to bolster its data and identity infrastructure, though LiveRamp is expected to maintain its neutral, interoperable status for the wider market. This acquisition underscores the demand for enterprise-grade identity solutions as major streamers scale their ad businesses. At the 2026 Upfronts, Netflix disclosed that its ad-supported tier has surged to 250 million monthly active viewers, representing a roughly 30% increase in six months, while also introducing AI-driven buying agents to automate campaign management. Simultaneously, Warner Bros. Discovery recently reverted to the 'HBO Max' branding to leverage its premium equity, signaling a departure from the broader 'Max' identity. Per Broadband TV News in May 2026, the streamer reached 140 million subscribers globally and is preparing for a strategic integration through a merger with Paramount Global under the Skydance banner. These shifting corporate structures heighten the need for stable identity layers like LiveRamp's ATS to ensure cross-platform measurement remains consistent as the industry consolidates.
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