Skip to main content

Identities

When we provide an “Identities” metric for a segment in Customer Profiles, that is the number of maintained RampIDs we were able to match to the records in that segment.

For any PII touchpoint in the records for that segment that is not tied to a maintained RampID, we create a derived RampID.

The total number of records tied to maintained RampIDs is expressed in the Identities metric and the total number of PII touchpoints not tied to maintained RampIDs is expressed in the Touchpoints metric.

Tip

LiveRamp creates several versions of RampIDs to address differences in consolidation within the graph. These maintained RampIDs (which we represent as “Identities” in Customer Profiles) represent the most consolidated, cross-device entities that LiveRamp has in its graph. Using derived RampIDs (which we represent as touchpoints) in addition to maintained RampIDs is the best way to ensure maximum addressability for data activation and measurement.