• by Laurie Sullivan , 3 hours ago

LiveRamp and Doceree have moved to support healthcare professionals and publishers through AI agentic offerings.

Using agentic capabilities through agent-powered access to its platform, LiveRamp announced Tuesday that it will allow autonomous AI to execute marketing tasks -- from audience building to cross-media measurement and spend optimization -- in the company's data-collaboration platform.

The efforts will enable AI agents to perform what marketers have been doing manually for years, including audience building, cross-media performance measurement, and optimization of ad spending.

Matt Karasick, Chief Product Officer at LiveRamp, said the agents being brought into LiveRamp’s platform are from Newton Research and SemantIQ.

Through these partnerships, two active agents for LiveRamp’s platform will be introduced. The goal is to build end-to-end marketing workflows with agents.

While Newton Research will allow marketers to gain measurement insights from LiveRamp’s Cross-Media Intelligence using simple natural language questions, SemantIQ will enable health and life science marketers to build and activate healthcare provider audiences from the LiveRamp Clean Room.

Newton Research agents connect to LiveRamp's Cross-Media Intelligence system, which aggregates performance data across media channels.

Marketers will interact with the agents through natural-language questions rather than structured queries. The agent will interpret the question, run the appropriate analysis across LiveRamp's cross-media dataset, and return measurement insights.

LiveRamp has also introduced tools to help marketers plan and optimize audience performance across channels.

SemantIQ simplifies health-care data processes for providers by automating tasks such as licensing, compliance, and segmentation within the LiveRamp Clean Room. The company claims it offers a governed data environment that preserves privacy for users.

Health and life science marketers can instruct the agent to build and activate healthcare provider audiences without manually assembling datasets or writing segmentation queries.

Doceree, an AI-powered operating system for healthcare marketing, has an AI agent named RepTwin, an AI-powered virtual brand representative for healthcare that is built with a compliance-based architecture, adhering to healthcare standards including HIPAA, GDPR, and SOC2.

Because it is a "closed system" that only draws from approved data, it avoids the "hallucinations" often seen in general-purpose AI tools. Most recently in February, Doceree launched "Site LLM," powered by Admanager, one of its products.

Harshit Jain, MD, founder and global CEO at Doceree, called these changes a “structural shift, not a trend.” He added that health-care professionals always go to the place where they can get the fastest and most reliable answers.

“For two decades, that was a Google search that led them to a publisher,” he said. “Now it's one prompt in ChatGPT or an AI Overview that answers the question before a single link is clicked.”

The mechanics are straightforward, and Jain said publishers “walked into it” through the building of open, SEO-optimized content libraries to win search rankings.

AI companies have scraped that content to train their models, and now those models answer clinical questions using publisher knowledge without ever sending the healthcare professional back to the source.

Major players with search engines and LLMs have every incentive to keep users on their own platforms, and publishers do not have the leverage to stop it, Jain said.

Previously, healthcare professionals searched for a clinical question and clicked a publisher link, then read an article to get the answer.

The process has now evolved into HCP searches with AI Overview answers and without clicks, or the professional skipping the search entirely and going straight to ChatGPT, where they can get an answer without ever reaching a publisher. 

“The numbers make it hard to argue with,” Jain said. “Over 60% of searches now end without a single click. Most health queries are answered by AI before a user ever reaches a site.” 

Healthcare publishers are seeing click-through rate declines of 34% to 46% and publishers are creating the content, while AI companies are monetizing it. 

Site LLM is a private, publisher-controlled AI assistant designed to help healthcare media companies reclaim audience engagement during a time of many changes to the ways that medical professionals and patients access health information.

The release marks the flagship tool in Publisher AI Suite, and allows healthcare publishers to deploy AI that works in their website domains, rather than losing traffic to third-party platforms.

Healthcare publishers are reporting declines of between 34% and 46% in click-through rates across key categories, according to data shared by Doceree.

In addition to Site LLM, the suite includes AI Ads -- contextual ad formats that are embedded directly within AI-powered medical conversations -- and AI Licensing Marketplace, a structured licensing infrastructure that enables publishers to govern and monetize how their content is accessed by AI developers, pharmaceutical companies, and CME providers.

Doceree cites five major impacts, but Jain focused on two that he believes will change the financial conversation for publishers the most.

"Immediately, it's session duration and the monetization-ready chat surfaces," he said. "Session duration is a direct revenue multiplier, not just an engagement vanity metric. More time on site means more ad impressions per visit at the same CPM — that's immediate top-line impact without acquiring a single new visitor. But the more important dynamic is competitive."

When a health-care professional spends 40% to 50% more time on a platform getting AI-powered answers, that is time they are not spending on ChatGPT, on a competitor's site, or on a Google AI Overview.

"You're not just increasing revenue -- you're building a retention moat," he said. "Pharma advertisers know this. Session duration is consistently the first metric they pull when evaluating premium inventory. An engaged HCP actively researching a clinical question is worth three to five times more to an advertiser than a passive browser."

Jain said publishers can now enter an advertiser conversation with numbers that represent the depth of engagement with concrete, measurable proof instead of reach numbers.