Announcing More Up-To-Date Household and Neighborhood Identity Graph Information (1/9/20)
On January 15, 2020, LiveRamp will increase the cadence for refreshes for the groupings in our graph that govern household and Zip+4 mappings. These updates have previously occurred on an annual basis, but will begin occurring on a monthly basis starting with this change. This change will improve the accuracy and stability of our graph, allowing changes in residency and household status to be reflected more quickly in all activations. This should result in higher match rates when matching at a household or neighborhood (ZIP+4) precision level.
If you have any questions, see our FAQs, or contact your LiveRamp representative.
Clients Who Receive Mapping Files that Include Household RampIDs
When we first push out this update, you may notice a larger than a normal number of net-new Household RampIDs or changes in household relationships. We expect that the number of Household RampIDs in those mapping files will increase one time only in January due to some under consolidation in the new files, and will begin decreasing after that point as we continue solidifying household relationships. The size of External_ID | RampID | HH_RampID mapping files will not be impacted by this change.