LiveRamp Teams Up with Predactiv to Enhance Identity Solutions in Digital Advertising

LiveRamp Holdings (RAMP) has announced a new partnership with Predactiv, a provider of real-time data intelligence and fraud detection solutions, to expand its identity management offerings in digital advertising. The integration will enable advertisers and publishers to leverage Predactiv’s behavioral analytics and anomaly detection tools alongside LiveRamp’s unified identity graph, which currently connects over 3.5 billion authenticated consumer identities globally. The collaboration is designed to combat ad fraud and improve attribution accuracy, particularly in cookieless environments. Predactiv’s platform processes more than 1.2 trillion data signals monthly, which will be used to enrich LiveRamp’s identity matching algorithms. This integration is expected to reduce false positives in fraud detection by up to 35% and improve campaign ROI for clients operating across key platforms, including Google (GOOGL) and Meta (META), which rely heavily on identity resolution for ad delivery. The move underscores growing industry pressure to maintain performance and trust in digital advertising amid tightening privacy regulations and declining third-party cookie effectiveness. By combining LiveRamp’s identity infrastructure with Predactiv’s real-time intelligence, the partnership targets a market estimated at $145 billion in global digital ad spending by 2026, with identity and fraud prevention representing a critical growth segment. Ad tech stakeholders, including major publishers and demand-side platforms, are expected to benefit from improved data quality and attribution precision. The partnership is initially focused on North American and European markets, with plans to expand to Asia-Pacific later in 2026. While no financial terms were disclosed, the alliance is viewed as a strategic enhancement to LiveRamp’s competitive positioning in the identity-as-a-service space.