Marketecture: Get Smart. Fast. Episode 135: Scott Howe from LiveRamp and The Trade Desk’s very bad week
Aug 15, 2025
Scott Howe, CEO of LiveRamp and a former Microsoft exec, explores the dynamic changes in ad tech. He discusses LiveRamp's evolution from data onboarding to fostering secure, collaborative environments. Howe emphasizes the importance of proprietary data for AI effectiveness as cookies fade and authenticated connections emerge. He also shares captivating examples of how mid-sized players can thrive against giants through unique data collaboration. The need for clear industry standards is highlighted to avoid past mistakes.
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Episode notes
History Shapes LiveRamp's Mission
- LiveRamp's leadership and history give them perspective on industry cycles and standards.
- Scott Howe draws on past experiences to warn against centralizing valuable publisher data in black boxes.
From Onboarding To AI Collaboration
- LiveRamp evolved from data onboarding to enabling data collaboration and AI enablement between partners.
- Scott Howe calls LiveRamp today an "AI onboarding" and "AI collaboration" company focused on shared control and permissions.
Keep Control Over Shared Data
- Maintain control, visibility, and permissions when sharing data with partners and AI models.
- Howe insists companies must limit AI access to their proprietary data and enforce purpose-specific controls.
