Announcement: RampID Now the Default Identifier in Certain Destination Accounts (9/15/22)
LiveRamp is enhancing and expanding the cookieless identity framework for our clients, powered by LiveRamp's RampID, to power person-based marketing and future-proof your targeting strategy ahead of data deprecations.
When activating a new destination account for the destinations listed in the table below, the RampID identifier type is now pre-selected (in addition to cookie and device identifiers):
Amobee | DeepIntent, Inc. DSP | Bucksense |
The Trade Desk | Beachfront | |
Adobe Ad Cloud (formerly TubeMogul) | Cognitiv | AdMixer DSP |
Beeswax | Media.net SSP | Crimson Tangerine Ltd. (Crimtan) |
Index Exchange | MediaGrid; IPONweb SSP | |
PubMatic | SMN - Logicad DSP (Japan) | MicroAd - COMPASS SSP (Japan) |
OpenX | OneTag DSP | PlatformOne - YieldOne SSP |
Platform 161 | DistrictM |
When activating your first-party segments to DSP platforms, you’ll now have the following benefits:
The ability to send RampID to power person-based activation and targeting
The ability to activate various identifiers that meet your campaign goals
Note
To learn more about the upgrade and how you can leverage RampIDs on your campaign, contact your LiveRamp account team. Platform approaches to RampIDs may vary, and you may need to adjust the media buy if you want to leverage RampIDs for your existing campaigns. Consult with your platform account team for further guidance.
In the coming months, we’ll be upgrading certain destination accounts to automatically add RampID identifiers to your existing distributions so that you can drive person-based marketing. The first destinations we’ll be making this upgrade to are the following:
Amobee
The Trade Desk
Adobe
We will continue to expand the cookieless identity for our clients and work closely with the DSP/SSP platforms to ensure seamless migrations.
FAQs
See the FAQs below. If you have any additional questions, contact your LiveRamp account team or send an email to atsbrands@liveramp.com.
Why are we making this change?
To get ahead of the impact that third-party cookie deprecations would bring to our clients, we want to ensure that we expand the adoption of cookieless identity across the advertising ecosystem. Activating RampIDs, LiveRamp’s pseudonymous, people-based identifier that does not rely on third-party cookies or mobile IDs, will help our forward-thinking clients embrace the end of third-party cookies.
Our clients have seen an increased performance, including scale and match rates with the activation destinations, when activating on RampIDs. This means you can reach more of your target audience, including on cookieless browsers.
Is there any action I need to take now?
No action is required on your end.
For existing distributions, we upgraded the existing distributions to include RampIDs, so you should already see the RampIDs on platforms.
When setting up a new destination account, RampID is available and already pre-selected as one of the default identifiers in addition to cookie and device identifiers. The changes were made automatically to power your person-based marketing.
Will this affect the scale of my segments?
Yes, but this should positively affect the targeting and performance, driving person-level engagement and conversions. In addition, the segments you activate will now be able to match consumers on browsers that do not accept third-party cookies, which should increase your scale on Firefox, Safari, and other cookieless browsers.
Will this impact my existing distributions or campaigns?
For clients who have active distributions set up to DSP platforms, we have upgraded the existing distribution with RampIDs already. You should see RampIDs on the platform to drive person-based targeting for their campaigns in addition to cookie/device targeting.
All identifiers are pre-selected when setting up a new destination account to activate new audiences, including RampIDs. However, you have the flexibility to choose the identifiers that meet your campaign strategy and goals.
How do I take action to ensure I’m activating RampIDs for my campaigns?
No action is required on your end. RampID is now the default identifier in addition to cookie and device identifiers within the destination account in LiveRamp. The changes were made automatically to power your person-based marketing.
Suppose you are running a cross-device targeting feature on platforms to match multiple devices and channels. In that case, you can now manage and leverage this feature with RampID to better engage with your audience throughout their journey.
Note
Each platform’s approach to RampIDs may vary. We recommend adjusting your campaign setup based on your KPIs and consulting with the platform according to your plan.