LiveRamp enables retail media networks to measure Meta campaign performance

LiveRamp introduced expanded measurement capabilities on October 23, 2025, enabling retail media networks to investigate how Meta promoting campaigns carry out in opposition to first-party gross sales information. The brand new performance operates via the LiveRamp Clear Room, a knowledge collaboration platform that permits retailers to attach Meta marketing campaign outcomes with their very own gross sales data.

Retail media networks can now entry attribution insights displaying how Meta campaigns drive gross sales, orders, and return on advert spend throughout completely different campaigns, manufacturers, and merchandise. The measurement system works by connecting Meta’s promoting platform information with retailers’ first-party buyer data in what LiveRamp describes as a privacy-safe surroundings.

Many retail media networks already use LiveRamp to ship gross sales information to Meta for marketing campaign optimization throughout lively campaigns. The October 23 announcement extends these capabilities by including post-campaign measurement instruments. LiveRamp plans to introduce extra options together with incrementality evaluation, halo impact measurement, and new purchaser insights in future updates.

Albertsons Media Collective has applied the expanded Meta measurement capabilities. “With LiveRamp’s expanded Meta insights, we’ve got improved the visibility and accuracy of lower-funnel outcomes,” stated Evan Hovorka, VP of Product Innovation at Albertsons Media Collective. “We did this by connecting audience-targeted Meta campaigns on to merchandise stage gross sales with better precision and pace.”

Hovorka emphasised that the system makes use of privacy-preserving options to make sure buyer information stays protected and anonymized all through the measurement course of. The mixing connects Meta campaigns to item-level gross sales information, offering detailed efficiency metrics for particular merchandise quite than combination marketing campaign outcomes.

Goal’s retail media arm, Roundel, has additionally adopted the measurement system. “Clear room measurement of Meta advertisements with LiveRamp permits us to mix Goal’s first-party visitor insights with Meta’s platform advertisements information in a privacy-safe means,” stated Guthrie Collin, VP of Product Administration at Roundel. The system offers advertisers what Collin described as better confidence in efficiency metrics.

Clear room know-how permits cross-platform measurement

The LiveRamp Clear Room operates as a impartial information collaboration surroundings the place completely different events can analyze mixed information units with out immediately sharing uncooked data. Retail media networks have increasingly adopted clean room technology as third-party cookies part out and privateness laws tighten.

Clear rooms course of information via privacy-preserving methods that enable aggregated evaluation whereas stopping individual-level information publicity. When a retail media community connects its gross sales information with Meta marketing campaign information contained in the LiveRamp Clear Room, the system can calculate metrics like conversion charges and return on advert spend with out both social gathering accessing the opposite’s uncooked information.

LiveRamp positions itself as a impartial middleman in these information collaborations. Not like platforms that function their very own promoting companies, LiveRamp offers measurement infrastructure with out competing for promoting {dollars}. This neutrality issues to retail media networks that work with a number of promoting platforms and need constant measurement throughout completely different channels.

The retail media sector reached $52.44 billion in the United States during 2024, in accordance with projections from trade analysts. Progress in retail media spending has created strain on retail media networks to exhibit clear return on funding to model companions.

Retail media networks usually function promoting platforms that enable shopper items manufacturers to purchase advertisements on retailer web sites and apps. Amazon pioneered this mannequin, however conventional retailers together with Walmart, Goal, Kroger, and Albertsons have all launched retail media companies lately. These networks leverage retailers’ first-party information about buy conduct to focus on promoting.

Nonetheless, manufacturers additionally run campaigns on platforms like Meta that happen off retailer properties. Connecting these off-site campaigns to precise retail gross sales has posed measurement challenges. Conventional digital promoting attribution depends on cookies and gadget identifiers, however privateness modifications have restricted these approaches.

Technical infrastructure helps privacy-safe information matching

The LiveRamp system makes use of what it calls a knowledge collaboration community to allow measurement throughout completely different platforms. On the technical stage, this includes pseudonymized identifiers that enable matching between datasets with out exposing private data.

When a retail media community desires to measure Meta marketing campaign efficiency, it uploads pseudonymized gross sales information to the LiveRamp Clear Room. Meta offers marketing campaign publicity information utilizing its personal pseudonymized identifiers. LiveRamp’s infrastructure matches these identifiers and calculates combination metrics like complete gross sales pushed by Meta campaigns.

The matching course of happens via cryptographic methods that forestall both social gathering from seeing individual-level information about clients. Outcomes come again as aggregated statistics displaying marketing campaign efficiency throughout teams of consumers quite than particular person buy conduct.

LiveRamp operates what it describes as a impartial information collaboration platform that works throughout a number of publishers and platforms. Based on the announcement, this neutrality offers retail media networks confidence that measurement stays constant throughout completely different promoting channels.

Attribution measurement addresses multi-platform promoting challenges

Model advertisers usually run campaigns throughout a number of platforms concurrently. A shopper may see advertisements on Meta, seek for merchandise via search engines like google, go to retail web sites, and make purchases in bodily shops. Figuring out which promoting touchpoints influenced the ultimate buy presents advanced attribution challenges.

Attribution modeling has become more difficult as tracking mechanisms like third-party cookies disappear. Advertisers have turned to scrub room applied sciences and first-party information collaborations as various measurement approaches.

The LiveRamp measurement system makes an attempt to handle these challenges by connecting retail gross sales information immediately with promoting platform information. Reasonably than monitoring particular person customers throughout platforms, it makes use of aggregated evaluation to point out correlations between advert publicity and buy conduct.

Retail media networks profit from this measurement as a result of it helps them exhibit worth to model companions. Manufacturers acquire visibility into how off-site promoting drives on-site or in-store purchases. The system offers what LiveRamp describes as item-level attribution, displaying efficiency all the way down to particular merchandise quite than simply general marketing campaign metrics.

Future capabilities goal incrementality and cross-brand results

LiveRamp plans so as to add incrementality measurement capabilities in future updates. Incrementality evaluation makes an attempt to find out which gross sales would have occurred with out promoting publicity. This helps advertisers perceive whether or not campaigns actually drive extra purchases or just attain clients who would have purchased merchandise anyway.

The deliberate halo evaluation characteristic will measure cross-category buy results. When customers see advertisements for one product, they often buy associated gadgets from the identical model or class. Halo evaluation quantifies these spillover results that commonplace attribution fashions miss.

New purchaser insights will observe when promoting campaigns attain clients making first-time purchases versus repeat patrons. This metric issues to manufacturers attempting to amass new clients quite than simply driving repeat purchases from present patrons.

LiveRamp describes these upcoming options as instruments that can assist retailers and suppliers “benchmark efficiency and show the complete worth of their media methods.” The corporate operates from headquarters in San Francisco with places of work worldwide.

Timeline

Abstract

Who: LiveRamp, a San Francisco-based information collaboration platform supplier, working with retail media networks together with Albertsons Media Collective and Goal’s Roundel. Model advertisers and shopper items suppliers additionally take part within the measurement system.

What: Expanded measurement capabilities that enable retail media networks to investigate Meta promoting marketing campaign efficiency by connecting Meta marketing campaign information with first-party retail gross sales information contained in the LiveRamp Clear Room. The system offers attribution insights displaying gross sales, orders, and return on advert spend on the marketing campaign, model, and product ranges.

When: LiveRamp introduced the expanded capabilities on October 23, 2025. Many retail media networks had been already utilizing LiveRamp for in-flight optimization, and the corporate plans extra options together with incrementality and halo evaluation in future releases.

The place: The measurement happens via the LiveRamp Clear Room, a cloud-based information collaboration platform. Retail media networks function throughout america, with implementation examples from Albertsons and Goal. LiveRamp maintains headquarters in San Francisco with worldwide places of work.

Why: Retail media networks want higher measurement instruments to exhibit worth to model companions because the sector grows towards projected $129.93 billion spending by 2028. Privateness modifications have eradicated conventional monitoring strategies, pushing retailers towards clear room applied sciences. Connecting off-site promoting on platforms like Meta to precise retail gross sales helps manufacturers make data-driven price range choices and helps retail media networks show promoting effectiveness.