Glossary of All Terms

An alphabetical listing containing brief definitions of most LiveRamp terms.

AbiliTec ID

The type of identifier tied to a record in our AbiliTec offline identity graph.

Android Advertising ID (AAID)

The mobile device ID for Android devices.

Android device

A mobile device that uses Google's Android operating system. Each Android device has a unique Android Advertising ID (AAID).

Apple mobile data

Mobile device IDs that are accessible in-app on Apple devices that use the Identifier for Advertisers, or IDFA (iOS).

clean room

A secure environment that enables data collaboration across decentralized datasets to help uncover actionable insights and outcomes.

cookie

A packet of data sent by an Internet server to a browser, which is returned by the browser each time it subsequently accesses the same server and used to identify the user or track their access to the server.

data connection

A connection to your data at your cloud provider so that it can be accessed in a clean room.

delimiter

A character (such as a comma or pipe) that acts as a separator between two values in a data file.

destination

A LiveRamp partner that can receive data from LiveRamp, which is usually a media platform where you buy advertising.

device ID

The ID for a particular device, such as a computer, tablet, or cell phone. Device IDs include cookie IDs, mobile device IDs, and IP addresses.

device identifiers

A category of identifiers where the identifiers are based on digital devices (for example, cookie IDs or mobile device IDs).

field

A set of segment data that holds a specific category of values, such as "Car_Owned."

field name

The name of a particular field, and a trait category that describes a group of users (i.e., "Gender").

hashing

A cryptographic operation performed on variable-length data strings, such as email addresses or phone numbers, to convert them from plaintext to bit strings of a fixed length through the use of a specific algorithm. Hashing of a particular data string with a particular algorithm always produces the same result. Hashing is designed to be a one-way function so it is very difficult to reverse. Common hashing algorithms include MD5, SHA-1, and SHA-256.

identifier

Data that are used to identify something, such as a person, mobile device, computer browser, or household.

Identifier For Advertising (IDFA)

The mobile device ID for Apple/iOS devices.

insights

Visualizations of question run results based on run-time parameters.

iOS devices

Mobile devices that use Apple's iOS operating system. Each iOS device has a unique Identifier for Advertisers (IDFA) ID.

known identifiers

Identifiers that have been derived from, and/or can be associated with, PII (and are therefore considered PII) and that have not been pseudonymized yet. In addition to PII-based identifiers (such as name and postal address or email address), known identifiers also include AbiliTec IDs, client customer IDs, and (in some cases) custom IDs and IP addresses. Sometimes referred to as "offline identifiers."

LiveRamp cookie

A cookie that LiveRamp sets on a browser.

maintained identifier

In the context of LiveRamp, a maintained identifier, such as a maintained RampID or a maintained AbiliTec ID, represents a person that LiveRamp can fully recognize. A maintained identifier is the identifier associated with a given record when there is a maintained record in the AbiliTec Identity Graph (our PII-based offline identity graph) for the input data provided.

mobile device IDs (MUID, MAID)

Unique identifiers that are given to mobile devices. This category of IDs is sometimes referred to as Mobile User IDs (MUID) or Mobile Advertising IDs (MAID).

offline identifiers

Usually refers to PII identifiers such as name and postal, email address, and hashed email address. These identifiers are also referred to as "known identifiers."

online identifiers

Usually refers to device identifiers such as cookies and mobile device IDs. These identifiers are also referred to as "pseudonymous identifiers."

partner cookie

A cookie that a LiveRamp partner sets on a browser.

personably-identifiable information (PII)

Data (such as name and postal, phone number, or email address) which, on its own or when combined with some other data, can be used to identify an individual. For EU and UK customers, this type of identifier data is called “directly identifiable personal data”.

PII

Personally identifiable information (such as name and postal, phone number, or email address) which, on its own or when combined with some other data, can be used to identify an individual.

PII identifiers

A category of identifiers where the identifiers consist of PII (personally identifiable information). PII identifiers are sometimes also referred to as "offline identifiers."

plaintext

Data that has not been encrypted or hashed.

pseudonymous identifiers

Identifiers that cannot be directly tied back to an individual.

question

A business question in the form of an SQL query that can be reused for various runs or run-time parameters.

question run

Question processing based on run-time parameters, such as dates and attributes.

RampID

LiveRamp's universal, pseudonymous identifier that is tied to devices in the LiveRamp Identity Graph.