Ad Measurement Weekly

Publicis Groupe announced a $2.2 billion all-cash acquisition of LiveRamp, the largest independent data collaboration and identity resolution platform in ad tech. The deal gives Publicis control of the RampID identity graph that connects over 25,000 publisher domains and 500 technology partners — infrastructure the holding company plans to use as the foundation for agentic AI marketing and closed-loop measurement.

The Trade Desk is restructuring how it compensates identity partners in its Identity Alliance, shifting from volume-based payments to an incrementality model that rewards unique signal contribution. The move reshapes the economics of cross-device identity resolution and arrives amid broader tensions with major agency holding companies over transparency.