The ad‑tech landscape took another step toward solving the long‑standing fragmentation of audience data on February 19, 2026, when Canela Media announced a strategic partnership with data‑connectivity leader LiveRamp.
The collaboration gives marketers a single, durable identifier—LiveRamp’s RampID—to reach Canela’s proprietary audience of more than 30 million U.S. Hispanics across connected‑TV (CTV) platforms and beyond.
A data bridge for multicultural CTV
Canela Media, a technology‑driven multicultural media company, has built a sizable, deterministic dataset of Hispanic viewers who consume Spanish‑language and culturally relevant programming on CTV. By plugging that dataset into LiveRamp’s interoperable network, advertisers can now bypass the “data silos” that have traditionally hampered cross‑device measurement and activation.
LiveRamp’s platform, already a backbone for many brands’ data‑on‑boarding and activation strategies, extends its RampID—a privacy‑compliant, persistent identifier—into Canela’s inventory. The result is a seamless pathway that lets marketers connect their first‑party data, or any other data source inside LiveRamp, to Canela’s ad slots without the need for multiple vendor integrations.
LiveRamp’s platform, already a backbone for many brands’ data‑on‑boarding and activation strategies, extends its RampID—a privacy‑compliant, persistent identifier—into Canela’s inventory. The result is a seamless pathway that lets marketers connect their first‑party data, or any other data source inside LiveRamp, to Canela’s ad slots without the need for multiple vendor integrations.
What the partnership actually delivers
- Unified identifier across ecosystems – RampID now resolves to Canela’s CTV inventory, allowing a single audience definition to be activated on any destination that supports LiveRamp, from programmatic exchanges to direct buys.
- Access to over 1,000 audience segments – The LiveRamp Data Marketplace now lists more than a thousand pre‑built segments built on Canela’s deterministic data. These segments cover demographics, cultural affinity, genre preferences, device types, lifestyle attributes, income brackets, sports interests, automotive behavior, and a host of consumer categories.
- Scale without sacrificing precision – With a base of over 300 million device IDs, the combined offering promises an accurate view of Hispanic consumers that does not rely on probabilistic inference models.
- Incremental audience reach – Canela’s “incremental audiences” are designed to surface viewers that are typically missed by broader targeting solutions, helping brands avoid saturated inventory and drive genuine growth.
The partnership also opens the door for advertisers to purchase these segments directly through the LiveRamp Data Marketplace, whether they are looking for a straight‑line CTV campaign, a programmatic rollout, or a data‑licensing arrangement that feeds into other media channels. search visibility
Why the move matters for marketers
Hispanic audiences have become a focal point for advertisers seeking growth in the United States, yet reaching them at scale on premium, culturally resonant inventory has been a persistent challenge. According to Nielsen and other industry reports, Hispanic households now account for roughly 18 % of U.S. TV households and spend more time on streaming services than the general population.
By tying Canela’s audience data to LiveRamp’s interoperable ID, brands can finally execute cross‑device strategies that respect privacy regulations while still delivering the granularity needed for cultural relevance. In practice, a marketer could define a segment such as “Spanish‑speaking parents with children aged 5‑12 who watch family drama on CTV,” push that definition through LiveRamp’s platform, and have it automatically light up Canela’s inventory wherever those viewers are watching.
Industry context: the push toward interoperable IDs
The ad‑tech industry has been gravitating toward interoperable identifiers for several years now. With the deprecation of third‑party cookies and the rise of privacy‑first regulations, solutions like LiveRamp’s RampID have become essential for maintaining measurement continuity. This partnership reinforces the trend that data‑collaboration platforms are no longer just back‑office tools; they are becoming the connective tissue that ties content, commerce, and advertising together.
LiveRamp’s broader strategy has been to embed its ID across as many premium publishers and inventory sources as possible, creating a “universal graph” of audience data. Adding a multicultural CTV publisher like Canela expands that graph into a niche that has historically been under‑served by mainstream ad‑tech solutions.
Voices from the front lines
“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.”
Bardaro’s remarks underscore Canela’s intent to move beyond a single‑publisher model and become a data hub that feeds into broader advertising ecosystems.
“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.”
Pullen’s comment highlights the dual benefit of the deal: it not only opens a new inventory source but also enriches LiveRamp’s existing data marketplace with culturally specific insights.
Potential challenges and considerations
While the technical integration appears straightforward, marketers will still need to navigate privacy compliance when layering first‑party data with Canela’s deterministic IDs. LiveRamp’s platform includes consent management tools, but the onus remains on advertisers to ensure that any data used for targeting aligns with user permissions.
Another point of attention is measurement. Although RampID promises cross‑device continuity, accurate attribution on CTV still faces hurdles such as limited viewability metrics and the lack of universal standards across OTT platforms. Brands looking to quantify ROI will likely need to supplement RampID data with third‑party measurement solutions or custom analytics.
What’s next for the partnership
Both companies have hinted at future expansions beyond the initial rollout. Given LiveRamp’s extensive network of data partners, it is plausible that additional audience segments—perhaps combining Canela’s data with other demographic or intent signals—will become available in the Data Marketplace. Likewise, Canela may leverage the partnership to broaden its inventory beyond its current CTV properties, potentially venturing into over‑the‑top (OTT) apps and streaming services that cater to Hispanic viewers.
For advertisers, the immediate takeaway is clear: a new, privacy‑compliant pathway now exists to reach a sizable, culturally distinct segment of the U.S. population on premium CTV inventory. The combination of a unified identifier, a robust set of audience segments, and incremental reach capabilities could translate into more efficient spend and higher engagement rates for campaigns targeting Hispanic consumers.
Bottom line
LiveRamp’s integration with Canela Media represents a meaningful stride toward solving the data fragmentation that has long plagued multicultural CTV advertising. By providing a single ID and a rich library of audience segments, the partnership equips brands with the tools needed to execute precise, scalable campaigns that respect both privacy and cultural relevance. As the ad‑tech ecosystem continues to evolve around interoperable identifiers and privacy‑first data practices, collaborations like this will likely become the norm rather than the exception.
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