Smarter segments, streamlined delivery: A programmatic breakthrough

Marketers have always known the power of great data. But putting it to work—accurately, efficiently, and at scale—has been anything but seamless. Until now.

Thanks to a recently launched integration between Data Axle, LiveRamp, and Google Ad Manager, advertisers and agencies can now activate curated audience segments with less friction and more impact. It’s a meaningful shift in how targeting data gets applied across programmatic campaigns—and one that meets the moment, as the industry continues to evolve beyond cookies and toward more privacy-conscious, performance-driven advertising.

A smarter way to access targeted audiences

LiveRamp’s Curation platform enables data providers to package audience data with inventory, making it accessible through a single deal ID. This setup streamlines the ad buying process by removing the complexity of connecting disparate data and media sources. For marketers, it translates to better match rates, more accurate forecasting, and a centralized view of campaign performance.

With this integration, Data Axle becomes one of the select data providers offering curated audience segments through Google Ad Manager. These segments—spanning both B2C and B2B audiences—have been selected for their performance and relevance across key verticals including retail, financial services, healthcare, and technology.

Why audience segmentation matters

Audience segmentation has consistently proven to be a key driver of marketing performance, and there’s plenty of evidence to back it up.

• McKinsey reports that personalization driven by segmentation can deliver 5–8x the ROI on marketing spend and lift sales by 10% or more.¹
• In the programmatic space specifically, advertisers using advanced segmentation and targeting techniques have seen conversion rate improvements of up to 60%, according to eMarketer.¹

With increasing pressure to do more with less—especially in a privacy-conscious ecosystem—marketers are turning to curated, data-informed audience strategies to improve return on ad spend without inflating budgets. Audience segmentation is one of the best ways to see results without breaking the bank.

A future-ready integration

As advertisers continue to navigate the deprecation of third-party cookies and the growing demand for privacy-first data strategies, solutions like LiveRamp Curation offer a forward-looking approach to reach audiences at scale without sacrificing transparency or control.

This development also reflects a broader shift in the industry: data is no longer just an asset—it’s an operational advantage when it’s integrated directly into media workflows. By embedding curated audience segments into tools marketers already use, such as Google Ad Manager, the barrier to deploying smarter targeting strategies is significantly reduced.

What’s next

Additional capabilities are planned for a future phase of the integration, including access to performance insights via measurement. For agencies and marketers, these enhancements will open the door to even greater efficiency, optimization, and cross-channel activation.

As digital advertising becomes more complex, streamlining access to quality data across platforms is one of the most important ways to keep campaigns effective, agile, and measurable. This integration between Data Axle, LiveRamp, and Google Ad Manager marks a step forward in that direction, enabling smarter targeting without added complexity. Want to learn more? Contact us.

_{¹ https://impact.com/research-reports/modern-customer-journey-multi-touch-discovery-reas-rrt-imp-ed-nam/
² https://impact.com/research-reports/modern-customer-journey-multi-touch-discovery-reas-rrt-imp-ed-nam/}