Canela Media Partners with LiveRamp

Why It Matters

It gives brands a data‑driven, cross‑device route to the fast‑growing Hispanic OTT audience, boosting campaign efficiency and multicultural engagement.

Key Takeaways

• RampID links advertisers to Canela’s CTV inventory.
• Access 1,000+ segments covering 30M U.S. Hispanics.
• Segments include demographics, culture, income, and interests.
• Enables cross‑device, scalable audience activation.
• Boosts multicultural advertising effectiveness on OTT platforms.

Pulse Analysis

The U.S. Hispanic population is rapidly becoming a dominant force in over‑the‑top (OTT) viewing, with recent reports showing that Hispanic households spend more time streaming than the general population. Brands that ignore this shift risk missing a high‑value, culturally distinct audience. Data‑driven targeting has emerged as the linchpin for reaching these viewers, allowing marketers to move beyond generic demographics toward nuanced cultural signals. In this environment, platforms that combine robust identity resolution with rich, deterministic data are especially valuable.

The new partnership between Canela Media and LiveRamp operationalizes that advantage. By exposing Canela’s inventory through LiveRamp’s interoperable RampID, advertisers can seamlessly map a single identifier to CTV placements and other digital touchpoints. Moreover, the LiveRamp Data Marketplace now offers more than 1,000 pre‑built audience segments derived from Canela’s deterministic Hispanic dataset, reaching over 30 million consumers. These segments span demographics, cultural affinity, genre preferences, income brackets, and lifestyle behaviors, giving marketers granular control to activate audiences across devices with a single workflow.

For advertisers, the collaboration translates into faster campaign rollout and higher ROI on multicultural spend. The unified identifier eliminates the need for fragmented cookie‑based solutions, while the breadth of segments reduces reliance on third‑party data that is increasingly restricted by privacy regulations. As OTT ad budgets continue to climb, especially among brands seeking authentic Hispanic connections, the Canela‑LiveRamp alliance positions both companies as strategic gateways to a lucrative, data‑rich ecosystem. Expect broader adoption of similar data‑collaboration models across other ethnic markets in the coming year. This momentum will likely reshape audience buying strategies across the industry.