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Dick's, LiveRamp, and Adobe are building retail media's creative future. A new partnership offers a model for creative personalization at scale. July 27, 2026 This post was created in partnership with LiveRamp and Adobe. Retail media networks have spent years acquiring customer data to better target audiences. Now, they're thinking about the next step: how to use that data to develop relevant, personalized messages for consumers. During an ADWEEK House Cannes Lions panel co-hosted by LiveRamp, Adobe, and Dick's Sporting Goods, leaders revealed a new partnership that will enable the retailer to leverage both companies' tools to deliver more personalized creative messages to consumers through its retail media network. The three execs sat down to talk about how the partnership is enabling Dick's to get ahead in the next frontier of retail media: reaching consumers with creative that resonates. Personalization at scale. Marie Knight, director of AI creative and commerce ecosystem at Adobe, said the partnership was organic, as Dick's was already using LiveRamp's data platform and Adobe's creative tools. "The partnership is in some ways simple, but that's the beauty of it," Knight said. "It's data plus creative for optimized and improved outcomes." David Young, vp of retail media at Dick's Sporting Goods, explained that by leveraging the power of Adobe and LiveRamp together, brands tapping into Dick's media network can be much more personalized with their offers. He gave an example of telling a "Tier 2 auto story in the Southeast to help move more Tahoes for Chevy" instead of defaulting to a national brand story. Matthew Hogg, svp of business development at LiveRamp, added that the partnership will lead to more efficient experimentation. "There are a lot of businesses that are somewhat constrained by the amount of creative variability they can have," he said. "Providing more options and more things that you can test, you can experiment and drive more value and growth for your business, and doing it super efficiently is going to be very valuable." According to Hogg, media networks must first understand their customers in order to build an advertising business that goes "beyond just serving the needs of the trade marketers." "[There's] diversity of growth in terms of the buyers coming through to your site, and the places where you might want to put that data to work for you and advertise beyond your site," Hogg said. Leaning into retailer identity. Regardless of the tools at their disposal, retailers must develop a clear identity and trusted relationship with consumers in order to thrive in an increasingly crowded retail media landscape. Young talked about Dick's unique relationship with athletes' families. From brick-and-mortar stores or its Gamechanger app, the company has built a trusted relationship with a niche audience. "That's what we're leaning into," Young said. "That's the permission that I think we have to get into brand budgets and tell brand stories, as much as drive sell-through." Specifically, Dick's shows up for families of kids playing youth travel sports, who spend a lot of time on the road for tournaments and events. That opens the opportunity for new brands to tap into Dick's data, such as in hospitality, Young said. "As a retailer who has a trusted relationship with that consumer, that's additive to that lifestyle that we are trying to support in a way that's a really clear multiple layer value for everyone involved," he added. Justin Chin is a contributing writer for ADWEEK. Recommended videos

NOVA partners with Tealium & LiveRamp to reach audiences 'around the moments they already love' Published on: 23rd July 2026 at 10:09 AM NOVA Entertainment has partnered with customer data platform Tealium and data collaboration platform LiveRamp to boost its first-party data capabilities as the audio company looks to give advertisers more sophisticated audience targeting and measurement tools. The deals form a key part of NOVA's broader ad tech strategy, with the broadcaster saying it can now deliver audience insights across more than 90 per cent of its listener base by combining first-party data, strategic technology partnerships and an integrated data stack. The Tealium partnership will support NOVA's customer data infrastructure, enabling the company to collect, unify and activate audience data in real time across its expanding digital ecosystem, including mobile, web, connected TV, in-car and other connected platforms. NOVA said the platform will support real-time data collection, improved identity resolution across known and anonymous audiences, additional activation channels and seamless integration across marketing, commercial and analytics platforms, while maintaining privacy and governance standards. Meanwhile, its partnership with LiveRamp will allow advertisers to securely match their own first-party customer data with NOVA's audience data, enabling more targeted campaigns and providing improved measurement capabilities. The move comes as media owners increasingly invest in first-party data and identity solutions amid the continued decline of third-party cookies and growing demand from advertisers for measurable, privacy-compliant audience targeting. The partnerships build on several initiatives unveiled during NOVA's recent Infronts presentation, including its eight-signal measurement framework, Path to 11% strategy and Audio Planning & Optimisation Platform (APOP), developed with Landmarks ID, as the company seeks to position audio as a more accountable and performance-driven advertising channel. NOVA Entertainment chief commercial officer Nicole Bence said the technology investments were designed to help advertisers better plan, measure and prove the effectiveness of audio. "At our Infronts, we committed to earning audio's place on the plan by proving its performance, and you can't prove what you can't address or measure," Bence said. "This is the foundation that makes that real: letting advertisers match their own data to nearly all of our audience, with people's consent, and reach them around the talent and moments they already love. "It's not technology for its own sake, it's how we make audio easier to plan, prove and believe in." Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T.

LiveRamp: additional device graph matches & 1P audience targeting. Podscribe has partnered with LiveRamp, an enterprise data collaboration and identity resolution platform, to strengthen audio campaigns in three ways: 1. Another device graph for more deterministic attribution. Adding LiveRamp as a fourth device graph means more matches and higher-confidence attribution, resolving noisy signals back to households by matching MAIDs (mobile advertising IDs) on impression IPs and MAIDs/HEMs (hashed emails) on conversion IPs to household IPs. Note: In the coming weeks, Podscribe will announce separately how Podscribe utilizes all device graphs, and what new toggles will be available for marketers looking to customize their results. 2. Plan, report and activate on 1P audience segments. Advertisers with first-party audiences in LiveRamp can now: * Target those audiences directly within Podscribe SmartServe * Verify delivery against them * Understand what shows' audiences most overlap with them Advertisers can also import first-party segments directly through the Podscribe tag or through other partners such as TransUnion, Experian and Segment. 3. LiveRamp 3P audience segments. Everything above i.e. targeting, delivery verification, and show overlap, also applies to the 500K+ premium third-party segments available in LiveRamp's Data Marketplace. These segments will soon be available in Podscribe's Overview and Showpage > Audience tabs (alongside TransUnion segments) and targetable through SmartServe. No more guessing whether your podcast buys reached the audiences that matter most to your brand. Get started today! If you have a first-party audience in LiveRamp or want to put third-party segments to work across your audio campaigns, reach out to its team at [email protected] to get set up or send Podscribe a note using the form below.