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Touchpoints

When we provide a “Touchpoints” metric for a segment in Customer Profiles, that is the number of derived RampIDs we created for the records in that segment. Each derived RampID represents a PII touchpoint (such as a phone number or email address) that we have not yet tied to a maintained RampID.

Note

Why different versions? LiveRamp creates several versions of RampIDs to address differences in consolidation within the graph. The 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.

For example, let’s take a record that contains three email addresses for an individual. Let’s say that two of those email addresses have been deterministically tied to the maintained RampID for that record. In this case, those email addresses do not generate derived RampIDs.

However, let’s say the third email address has not been deterministically tied to the maintained RampID. We generate a derived RampID for that email touchpoint and include that in the touchpoint metric for that segment. This derived RampID is then deterministically linked to online device IDs, such as cookies and mobile device IDs, by our match partners who send those devices to LiveRamp attached to the email that generated the derived RampID. This means that when an advertiser targets the maintained and derived RampIDs generated from the three email addresses in the input row, they will reach a greater number of cookies and mobile devices associated with those email addresses.,

Note

Derived RampIDs are generated for each unresolved PII touchpoint when your data are uploaded and matched. Those derived RampIDs are not stored in our offline Identity Graph, but are consistently created from the same input data.

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.

Note

Once we’re able to associate a previously-unresolved PII touchpoint (that had previously resulted in a derived RampID) to a maintained RampID, that same PII touchpoint will then match to that maintained RampID when the data are uploaded again. We do not maintain a mapping of “retired” derived RampIDs to their new maintained RampIDs.