Canela Media and LiveRamp Make it Easier for Advertisers to Reach U.S. Hispanic Audiences via OTT
Rhea-AI Summary
Canela Media and LiveRamp (NYSE: RAMP) announced a strategic partnership to let advertisers reach over 30 million U.S. Hispanic viewers via OTT and CTV. The deal enables RampID connectivity to Canela inventory, access to >1,000 CAS segments in LiveRamp Data Marketplace, and activation across programmatic and direct buys.
CAS uses >300 million device IDs and CTV viewership signals to deliver deterministic, culturally relevant Hispanic audience segments for measurement, personalization, and incremental reach.
Positive
- Access to 30M Hispanics via Canela proprietary audience
- 1,000+ CAS segments available in LiveRamp Data Marketplace
- RampID interoperability enables cross-destination activation on CTV
- 300M device IDs powering deterministic CTV-driven audience signals
Negative
- No financial terms disclosed, limiting assessment of revenue impact
- Dependence on CTV viewership may limit reach to non-CTV Hispanic audiences
Key Figures
Market Reality Check
Peers on Argus
RAMP is up 2.28% while momentum peers NYAX and RZLV are both down (median about -1.6%), indicating this partnership headline is driving a stock-specific move rather than a broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 17 | Conference appearance | Positive | +0.8% | Announcement of Morgan Stanley TMT Conference presentation and webcast access. |
| Feb 17 | Board appointment | Positive | +0.8% | Commerce media executive added to Board to support data collaboration strategy. |
| Feb 12 | Buyback expansion | Positive | +0.0% | Share repurchase authorization raised to <b>$1.5 billion</b> and extended to 2027. |
| Feb 05 | Earnings report | Positive | -1.7% | Q3 FY26 revenue growth, record margin, and raised guidance reported. |
| Feb 02 | Industry award | Positive | +0.7% | CEO recognized with IAB award for leadership in standards and AI interoperability. |
Recent headlines (buyback expansion, board addition, conferences, awards) have mostly seen modest positive or flat reactions, with a notable negative move after otherwise strong Q3 earnings.
Over recent months, LiveRamp has highlighted strategic and capital allocation steps, including a share repurchase expansion to $1.5 billion with about $337 million remaining, plus strong Q3 FY26 results with revenue of $212 million and a record 19% operating margin. Management visibility has increased via conferences and industry awards, and the Board has been refreshed with a commerce media leader. Today’s partnership news fits the ongoing focus on scaling its data collaboration network and media reach.
Market Pulse Summary
This announcement expands LiveRamp’s data collaboration footprint by enabling advertisers to reach over 30 million U.S. Hispanics through Canela’s OTT and CTV inventory, with access to more than 1,000 audience segments powered by 300 million+ device IDs. It builds on recent momentum from stronger profitability, raised guidance, and a larger buyback program. Investors may watch adoption of CAS segments, CTV/OTT activation trends, and how this partnership supports ongoing revenue growth and marketplace scale.
Key Terms
ott technical
AI-generated analysis. Not financial advice.
LiveRamp's interoperability enables seamless connectivity to OTT destinations, now including Canela. Advertisers using LiveRamp's platform can now use LiveRamp's interoperable, durable identifier, RampID, to connect to Canela's inventory, as well as any other destinations where their customers are spending time, on CTV and beyond. This allows advertisers to benefit from better reach, activation, personalization, and measurement.
Additionally, today's partnership enables advertisers to directly access CAS segments in the LiveRamp Data Marketplace. This includes more than 1,000 audience segments reaching over 30 million Hispanics, all derived from Canela's deterministic dataset and enriched through LiveRamp's data collaboration network. Advertisers can seamlessly discover and activate segments spanning demographics, cultural affinity, genre preferences, device type, lifestyle attributes, income, sports, automotive behavior, key consumer categories, incremental audiences, and more. Through the LiveRamp Data Marketplace, brands can access CAS to reach Hispanic audiences through direct media buys, programmatically, or via data licensing.
CAS is powered by more than 300 million device IDs and grounded in CTV viewership of Spanish language and more culturally relevant content. It delivers an accurate view of Hispanic consumers at scale and without relying on other imprecise inference methods. Central to CAS are Canela's innovative incremental audiences, designed to reach viewers brands often cannot find elsewhere, ensuring campaigns exist beyond saturated environments and drive true incremental growth.
"This partnership marks an important step forward in how we help brands reach and engage their audiences," said Mike Bardaro, VP of Commercial Data Products at Canela Media. "Joining the LiveRamp data collaboration network expands access to culturally resonant audience segments and gives advertisers more flexible, scalable ways to connect with the consumers who matter most."
"CTV continues to be a key platform for performant advertising, and our partnership with Canela makes it easier than ever to reach multicultural audiences," said Kelsey Pullen, VP, Media and Agency Partnerships at LiveRamp. "Most importantly, this partnership makes it easier to leverage LiveRamp and Canela flexibly, whether advertisers are looking for Canela's inventory or want to tap their wealth of information about their audiences."
About Canela Media
Canela Media is a leading innovation and technology-driven media company that offers a portfolio of audience solutions consisting of Canela.TV, Canela Audience Solutions, Club Canela and Canela Studios providing scale and breakthrough offerings to reach
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SOURCE Canela Media
FAQ
What does the LiveRamp and Canela Media partnership mean for RAMP investors?
How many U.S. Hispanic consumers can advertisers reach through Canela via RampID?
What audience data powers Canela's CAS segments available to RAMP users?
Can advertisers use RampID to activate Canela inventory across platforms?
What types of audience segments from Canela are available in LiveRamp Data Marketplace for RAMP clients?
