Announcement: Enhanced TikTok Integration for Greater Reach and Performance (3/14/25)

LiveRamp is actively testing segment activations to TikTok using all LiveRamp-supported input identifiers—not just email and phone. This means you can now work with your LiveRamp support teams to test activating audiences using the following input identifiers (new identifiers are shown in bold):

This expanded capability ensures greater flexibility and improved activation across TikTok’s large audience.

For more information, see "Identity and Identifier Terms and Concepts" and "Distribute Data To TikTok".

TikTok continues to be one of the most dynamic advertising platforms, offering powerful opportunities for scalable and high-impact campaigns. By broadening the identifiers available for activation, you’ll be able to reach more of your desired audience and drive even better performance for your campaigns.

This enhancement is part of an ongoing optimization effort with TikTok. Testing of this enhanced TikTok integration is actively happening now in the US market for US audiences only. We know it can often take time to make adjustments to data inputs you send to LiveRamp; so if you are not already sending the additional identifiers, you can work with your LiveRamp support teams to begin doing so now. If you are already sending them to LiveRamp, we will begin utilizing these identifiers for any current activations you may have to TikTok automatically over the next few weeks; however, some configuration adjustments to your distributions may be necessary. You will also need to collaborate with your TikTok account team to make sure your updated segments are available for your campaigns in-platform.

We're excited to bring this enhancement to you and look forward to seeing the results. Collaborate with your TikTok account team to make sure your updated segments are available for your campaigns. Reach out if you have any questions or want to review your input identifiers to ensure you are prepared to realize the maximum benefit.

What is changing with LiveRamp's TikTok integration?

LiveRamp is actively testing segment activations to TikTok using all input identifiers accepted by LiveRamp—not just email and phone. This means you can work with your LiveRamp support teams to test activating audiences using the following LiveRamp-supported input identifiers (new identifiers in bold):

This expanded capability ensures greater flexibility and improved activation across TikTok’s large audience.

For more information, see "Identity and Identifier Terms and Concepts" and "Distribute Data To TikTok".

Why is this update important?

TikTok is one of the fastest-growing and most dynamic advertising platforms, offering brands massive reach and engagement. By broadening the identifiers available for activation, we’re enabling better audience targeting, increased match rates, and more effective campaign performance.

When does this update take effect?

This enhancement is part of an ongoing optimization effort with TikTok. Testing of this enhanced integration is actively happening now; however, you may not immediately see an improvement in match rates. We expect match rates to begin to improve within a few weeks of adding the new identifiers and throughout the testing period.

If you need to add these new identifiers to your data inputs to LiveRamp, we also know it can often take time to make adjustments to data you send to LiveRamp that then get matched to TikTok. Work with your LiveRamp support team to make those adjustments. Once your segments are being activated with the new identifiers, collaborate with your TikTok account team to ensure updated segments for your campaigns are available in-platform.

What are the requirements for using this integration?

To take advantage of this update, you must:

How will this impact campaign performance?

With more identifiers available for activation, advertisers can expect:

What do I need to do to prepare?

This updated integration with TikTok is actively being tested now. If you are already sending these identifiers to LiveRamp, we will begin utilizing these identifiers for matching the segments you are currently sending to TikTok automatically over the next few weeks.

In some cases, your LiveRamp support team may need to help with adjusting some configurations. Review your TikTok activations and input identifiers with your LiveRamp representative to ensure that you’re providing all possible inputs, such as RampIDs, cookies, MAIDs, and Name and Postal to maximize match rates for optimized audience reach and performance with TikTok.

Reach out to your LiveRamp representative with any questions or to start the review process. Collaborate with your TikTok account team to make sure your updated segments are available for your campaigns.