Liveramp
Liveramp is a company with over 10 years of experience in the industry and offices all over the world such as in the USA, Europe and APAC.
Liveramp has increased its relevance in the industry during these last years and provides a universal ID that we’ll call “RampID” as a way to identify users in inventory that no longer comes with device IDs, as well as to implement features such as cross-screen targeting.
As mentioned, they especialize in connecting people, devices, and data and they work under 3 main pillars, being these:
Identity: The capacity to match a person with its right device ID being this a deterministic match enabled by their privacy products and everything aligned with local regulation.
Connectivity: After making the matching of the offline and digital ID of the user they are able to connect that information with hundreds of AdTech and MarTech platforms.
Marketing Efficiency: With their Cookieless-IDless solution their goal is to help brands identifying customers for acquisition, retention or supression while measuring their media impact.
Their cookieless and IDless solution provides what we call Ramp IDs.
In mediasmart, we work tirelessly to adapt to industry changes in order to provide our clients with the best services, this is the reason behind integrating Liveramp as a partner.
How does it work
Liveramp uses Ramp Ids as a solution to identify and target individual users across different devices and channels in a privacy-compliant manner
This ID ties all data available from a particular user (buyer customer data, 1st,2nd and 3rd party data) to a particular Ramp ID and also links as many devices as possible to it (mobile, desktop, TV, email, etc.).
After making that connection, Ramp IDs allow you to activate and find this user in a wide variety of segments and environments in the programmatic world.
In the image attached you can see a very simplified version of the online ecosystem and where Ramp IDs are included substituting previous cookie/native ID mechanisms.
This is essentially translating 1st party data from advertisers, publishers (sign-up email, etc.), or any other party involved in the process, into an ID that everyone can use.
Benefits
Using Ramp IDs during the whole process allows us to use the same language connecting advertiser audiences to publisher inventory. This has several benefits:
Accuracy: A persistent people-based ID gives more accuracy targeting and enables frequency capping on a person level.
Efficiency: Using the same ID throughout the ecosystem eliminates drop-off when passing data through it.
Privacy: A people-based ID that isn't based on cookies, is anchored in offline data, and is 100% consented, to give transparency to the user.
Unification: With the same ID on both the supply and demand side, measurement, analytics, and insights are more powerful.