Former VIOOH CMO Helen Miall Named to Lead LiveRamp International Marketing

Who is Helen Miall and what is her new role at LiveRamp?

Helen Miall, previously the chief marketing officer at VIOOH, has stepped into a new leadership position at LiveRamp, where she will direct the company's international marketing efforts. The move was first reported by DailyDOOH editor-in-chief Adrian J Cotterill on Friday, August 21, 2026. Miall's transition from one of the digital-out-of-home (DOOH) sector's most prominent platform businesses to a global data connectivity leader signals a maturing of the outdoor industry's relationship with audience data. At VIOOH, a programmatic supply-side platform majority-owned by JCDecaux, she helped shape the marketing narrative for automated outdoor advertising as the channel battled for a larger share of brand budgets. Her arrival at LiveRamp places an OOH-native marketer inside a firm whose identity-resolution technology underpins omnichannel measurement. For those tracking executive movement, the appointment reflects a growing traffic of talent between media owners and the data infrastructure layer of modern advertising.

What does LiveRamp do and why does it matter to advertisers?

LiveRamp is a data connectivity platform that helps organisations unify customer information across a fragmented digital landscape without relying on third-party cookies. Built around a persistent, privacy-conscious identifier, the company lets advertisers, publishers and technology partners match audiences securely so campaigns can be measured and activated everywhere they appear. Originally spun out of Acxiom, LiveRamp has become a reference point for data onboarding — translating a brand's own customer records into addressable, anonymised segments. Its technology is increasingly woven into digital-out-of-home, where screens must be planned and attributed like any other digital medium. By linking physical-world impressions to recognised audiences, LiveRamp gives outdoor media a measurement currency comparable to online channels. The firm's Identity Graph and Safe Haven environments are designed to keep sensitive data protected while still enabling collaboration across the ecosystem.

Why does her VIOOH background matter for digital out-of-home?

Miall's tenure at VIOOH gave her front-row exposure to the forces reshaping out-of-home advertising. VIOOH operates as a programmatic marketplace connecting media owners such as JCDecaux with buyers who want to purchase billboard, transit and street-level inventory through automated, data-driven workflows. Before programmatic DOOH matured, outdoor was planned largely on geography and intuition; today it is traded on audience segments, time-of-day signals and real-time availability. That evolution demanded a new marketing vocabulary — one that could explain to brands why a digital poster behaves more like a connected-TV spot than a static billboard. Miall spent those formative years articulating that story, building recognition for VIOOH among agencies and advertisers. Her familiarity with both the sell-side mechanics of outdoor media and the buyer expectations of modern planners makes her a rare hybrid marketer, ideally positioned to translate LiveRamp's capabilities into language the OOH world already understands.

How does this hire signal the convergence of OOH and data?

Her appointment underscores a broader convergence between physical media and data infrastructure that has accelerated since 2020. As cookies disappear from browsers and privacy regulation tightens, the industry has scrambled for durable ways to recognise audiences across channels — and digital-out-of-home has benefited. Screens in stations, stores and stadiums can now be targeted and attributed using the same identity frameworks that govern online display, letting planners treat OOH as a measurable, accountable line item rather than a branding afterthought. LiveRamp's role in this shift is to provide the connective tissue, matching a marketer's first-party data to impressions wherever they occur. Bringing in a leader steeped in outdoor media suggests the company wants deeper credibility in a channel long considered analog. The hiring therefore reads less as routine staffing and more as a strategic bet on out-of-home becoming a fully data-enabled medium with global scale.