Announcement: Enhanced TikTok Integration for Greater Reach and Performance (3/5/25)
We're excited to announce an important update that can enhance your TikTok activations. LiveRamp is committed to optimizing data performance across all of our platform partners, and TikTok is no exception. Our latest enhancement will help improve match rates, expand audience reach, and help drive stronger campaign results.
What's Improved?
Starting March 1, 2025, you'll be able to send segments to TikTok using all input identifiers—not just email and phone. This means you can now activate audiences using the following input identifiers (new identifiers are shown in bold):
RampIDs (both maintained and derived)
Cookies
MAIDs (both plaintext and SHA-1 hashed)
Name and postal addresses
Email addresses (both plaintext and hashed)
Phone numbers (both plaintext and SHA-1 hashed) and any other input identifiers you already send to LiveRamp for other workflows.
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.
How This Adds Value for You
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.
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.
FAQs
What is changing with LiveRamp's TikTok integration?
Starting March 1, 2025, you'll be able to send segments to TikTok using all input identifiers—not just email and phone. This means you can now activate audiences using the following input identifiers (new identifiers are shown in bold):
RampIDs (both maintained and derived)
Cookies
MAIDs (both plaintext and SHA-1 hashed)
Name and postal addresses
Email addresses (both plaintext and hashed)
Phone numbers (both plaintext and SHA-1 hashed) and any other input identifiers you already send to LiveRamp for other workflows.
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?
The enhanced TikTok integration will automatically be available on March 1, 2025. However, your TikTok account team will manage the migration of updated segments for your campaigns in-platform.
What are the requirements for using this integration?
To take advantage of this update, you must:
Be an existing LiveRamp client with TikTok as an activation destination.
Ensure your segments contain at least one of the supported identifiers, which have expanded beyond email and phone to support all LiveRamp-supported inputs. For more information, see Identity and Identifier Terms and Concepts.
Follow TikTok’s advertising policies and guidelines for audience targeting.
How will this impact campaign performance?
With more identifiers available for activation, advertisers can expect:
Higher match rates: More data points for better audience recognition, particularly for audiences based on Name and Postal, cookies, MAIDs, RampIDs, or other non-email and phone identifiers.
Expanded reach: Ability to activate larger, more precise audiences.
Stronger campaign performance: More effective targeting and engagement.
What do I need to do to prepare?
This updated integration with TikTok will be available and automatically initiated for all data activations with TikTok starting March 1, 2025.
Review your input identifiers with your LiveRamp representative to ensure that you're providing all possible inputs, such as Name and Postal, phone, cookies, or RampIDs, 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.