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Identities

When we provide an “Identities” metric for a segment in Customer Profiles for Data Collaboration, 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.

In this section:

LiveRamp's universal, pseudonymous identifier that is tied to devices in the LiveRamp Identity Graph.

In the context of LiveRamp, a maintained identifier, such as a maintained RampID or a maintained AbiliTec ID, represents a person that LiveRamp can fully recognize. A maintained identifier is the identifier associated with a given record when there is a maintained record in the AbiliTec Identity Graph (our PII-based offline identity graph) for the input data provided.

The identifier (such as a derived RampID) created for a given PII touchpoint (such as an email address or phone number) when there is no maintained record in the AbiliTec Identity Graph.