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Announcement: Enhanced Household Associations in LiveRamp’s Identity Graph (5/16/22)

We are excited to roll out a new identity graph enhancement to improve LiveRamp's household identity mapping with enhanced and enriched data, algorithms, and methodology that will create a more robust and privacy-centric unified ID (RampID) through consumers' disparate information and touch points.

The goal of this enhancement is to provide a more realistic view of consumer households by utilizing additional event signals and metadata to inform the relationships that lead to the creation and upkeep of households.

This enhancement does not require any action on your part.

Benefits of the Enhancement

We expect a nearly 18% improvement to the overall household associations within the LiveRamp identity graph. This includes consumers changing households, new consumers coming into households, and consumers leaving households.

The other benefits of this change for you include:

  • Faster recognition and resolution of consumer data points throughout the consumer’s life journey: Our new algorithm recognizes and resolves additional data points of households 20% faster and more accurately than before.

  • More complete and improved household-level demographic information:

    • 1-2% increase of households composed of 1-4 members

    • 3-4% decrease of households composed of 5 or more members

Workflows Affected by the Enhancement

Any workflows that involve householding will see the improvements of this enhancement, including:

Customers utilizing these workflows should see an approximately 20% change to current household RampID associations, including consumers changing households, new consumers coming into households, and consumers leaving households.

If you have any questions about this enhancement or the workflows affected, contact your LiveRamp account manager.

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