Naming Data Marketplace Segments

For optimal discoverability in the LiveRamp Data Marketplace, as well as any destination platform UIs, it is important to have well-constructed segment names. By following the guidelines below, LiveRamp will be able to ensure that your segments are discoverable and properly formatted in destination UIs across the Data Marketplace partner ecosystem.

When naming Data Marketplace segments, follow the basic structure shown below:

Data Provider > [Geo > ]Category 1 > Category 2 > Category 3 > Category 4 > Segment

AutoDataCo > In Market for Auto > Make > Subaru > Outback Potential Buyer

CPGDataCo > FR > Purchase Data > Cosmetics > Product > Eyeliner Buyers

Make sure to consider the guidelines listed below when naming segments.

Consider categorizing your data to best market its value and increase visibility to buyers in Data Marketplace searches by utilizing the appropriate categories listed below in your segment names:

. Scope:
  • B2B

  • B2C

. Vertical (if the data fits cleanly into one or more verticals):
  • Auto

  • B2B

  • Consumer Financial

  • CPG

  • Education

  • Health

  • Media & Entertainment

  • Political

  • Retail

  • Tech/Telco

  • Travel

. Profile (consider what the data is saying about the audience):
  • Demographic (B2C)

  • Firmographic (B2B)

  • Intent (B2C or B2B)

  • Lifestage (B2C)

  • Lifestyle (B2C)

  • Professional (B2B)

  • Psychographic (B2C)

  • Purchase (B2C or B2B)

Include some detail in the “Segment” node. The Segment node gets premium visibility in some UIs, so it’s important to make it somewhat descriptive. Sometimes collapsing the final 2 nodes can be helpful.

  • Don't: Brand Affinities > Cereal Brand > H

  • Do: Brand Affinities > Cereal Brand - High Affinity

See the additional examples of segment names that are descriptive and self-explanatory listed below:

  • "Company Name > CPG Consumer Packaged Goods > Behavior > Purchase > Baby Care > Baby Feeding Accessories - Munchkin"

  • "Company Name > CPG Consumer Packaged Goods > Behavior > Baked Good Bread and Dough > Bread Buns and Rolls - Kings Hawaiian"

See the examples of segment names that are not descriptive and self-explanatory listed below:

  • "US > Company Name > Custom > OTA Travelers" (what does "OTA" mean?)

  • "US > Company Name > Custom > A.A." (what does "A.A." mean?)


LiveRamp prohibits segment names that might be derogatory or embarrassing. See "Data Marketplace Segment Review and Approval" for more information on what might be considered derogatory or embarrassing.

  • Delimiters: Delimit (separate) categories with " > " (space>space).

  • Geographic (Geo) location: Geo location information should be 2 letters (e.g., "UK" or "FR"). Segments without a Geo specification are assumed to be United States ("US").

  • Number of categories: There are no hard limits to the number of categories, but we recommend 5 or fewer for best visibility across platforms.

  • Segment name length: The hard limit on segment names is 254 characters, but we recommend less than 100 characters to avoid wrapping in UIs.


    Distributing to Facebook? Segment names in Facebook should not be longer than 75 characters (and segment descriptions should not be longer than 245 characters). See "Sell Data to Data Buyers Distributing to Facebook" for more information.

  • Consistent capitalization: Use consistent capitalization for categories. If there are inconsistencies (e.g., "Brand Affinities" vs "Brand affinities"), the segments will be rejected.

  • Human readable names: Make names human readable, with conventional capitalization. Avoid ALL CAPS and underscores.