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Glossary of All Terms

Glossary Title

An alphabetical listing containing brief definitions of most LiveRamp terms.

AbiliTec ID

The type of identifier tied to a record in our AbiliTec offline identity graph.

Android Advertising ID (AAID)

The mobile device ID for Android devices.

Android device

A mobile device that uses Google's Android operating system. Each Android device has a unique Android Advertising ID (AAID).

anonymous identifiers

Identifiers that can't be tied back to an individual.

Apple mobile data

Mobile device IDs accessible in-app on Apple devices that use the Identifier for Advertisers, or IDFA (iOS).

cookie

A packet of data sent by an Internet server to a browser, which is returned by the browser each time it subsequently accesses the same server and used to identify the user or track their access to the server.

cookie reach

The estimate of the number of cookie IDs that will be matched as part of a distribution to a destination.

custom IDs (CIDs)

Identifiers that are assigned to users by a specific platform, such as Google or Facebook.

data append

A type of first-party data distribution integration where LiveRamp takes the input PII and looks for additional email addresses belonging to the same individual to send (after hashing) that the destination platform might be able to match on.

data type

The type of data, based on who collected the data, such as first-party data that your company has collected themselves, or second-party data that your company received from a partner company.

derived identifier

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.

destination

A LiveRamp partner that can receive data from LiveRamp, which is usually a media platform where you buy advertising.

deterministic matching

Deterministic matching relies on directly observed data (e.g., device to PII linkages) to tie devices to individuals or household groups.

device ID

The ID for a particular device, such as a computer, tablet, or cell phone. Device IDs include cookie IDs, mobile device IDs, and IP addresses.

device identifiers

A category of identifiers where the identifiers are based on digital devices (for example, cookie IDs or mobile device IDs).

device reach estimate

The estimate of the number of devices that have been delivered as part of a distribution to a destination. Also referred to as "estimated reach".

field

A set of segment data that holds a specific category of values, such as "Car_Owned."

field name

The name of a particular field, and a trait category that describes a group of users (i.e., "Gender").

File-Based Recognition workflow (FBR)

A LiveRamp workflow where we replace the input identifiers (such as PII, cookies, mobile device IDs, CIDs, etc.) with their associated RampIDs and return the file to the specified locations.

first-party data

Data that a company has collected themselves, as opposed to second-party data or third-party data.

hashing

A cryptographic operation that is performed on variable-length data strings, such as email addresses or phone numbers, to convert them from plaintext to bit strings of a fixed length through the use of a specific algorithm. Hashing of a particular data string with a particular algorithm always produces the same result. Hashing is designed to be a one-way function so that it is very difficult to reverse. Common hashing algorithms include MD5, SHA-1, and SHA-256.

household precision level

A matching precision level where a record that is onboarded is matched to all records in the Identity Graph that share the same household and show a persistent relationship.

identifier

Data that are used to identify something, such as a person, mobile device, computer browser, or household.

identifier data

Data LiveRamp uses to match your records to other identifiers in our Identity Graph, such as name and postal address, email address, RampIDs, cookie IDs, or mobile device IDs.

Identifier For Advertising (IDFA)

The mobile device ID for Apple/iOS devices.

Identity Envelope

Secure, encrypted LiveRamp identity envelopes that contain a RampID. Envelopes can only be decrypted by vendors having a Sidecar application running on their server.

individual precision level

A matching precision level where a record that is onboarded is matched only to records in the LiveRamp Identity Graph that correspond to that individual.

iOS devices

Mobile devices that use Apple's iOS operating system. Each iOS device has a unique Identifier for Advertisers (IDFA) ID.

IOS reach

The estimated number of iOS devices in a particular segment.

known identifiers

Identifiers that have been derived from, and/or can be associated with, PII (and are therefore considered PII) and that have not been anonymized yet. In addition to PII-based identifiers (such as name and postal address or email address), known identifiers also include AbiliTec IDs, client customer IDs, and (in some cases) custom IDs and IP addresses. Sometimes referred to as "offline identifiers."

LiveRamp cookie

A cookie that LiveRamp sets on a browser.

maintained identifier

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.

match partner

A partner that LiveRamp receives match data from.

mobile device IDs (MUID, MAID)

Unique identifiers that are given to mobile devices. This category of IDs is sometimes referred to as Mobile User IDs (MUID) or Mobile Advertising IDs (MAID).

neighborhood precision level

A matching precision level where a record that is onboarded is matched to all records in the LiveRamp Identity Graph that share the same ZIP+4.

offline identifiers

Usually refers to PII identifiers such as name and postal, email address, and hashed email address. These identifiers are also referred to as "known identifiers."

online identifiers

Usually refers to device identifiers such as cookies and mobile device IDs. These identifiers are also referred to as "anonymous identifiers."

partner cookie

A cookie that a LiveRamp partner sets on a browser.

personably-identifiable information (PII)

Data (such as name and postal, phone number, or email address) which, on its own or when combined with some other data, can be used to identify an individual.

PII

Personally-identifiable information (such as name and postal, phone number, or email address) which, on its own or when combined with some other data, can be used to identify an individual.

PII identifiers

A category of identifiers where the identifiers consist of PII (personally identifiable information). PII identifiers are sometimes also referred to as "offline identifiers."

PII passthrough

A type of first-party data distribution integration where LiveRamp takes the input PII and passes it through to the destination platform with no leveraging of the LiveRamp Identity Graph.

placeholder identifier

In the context of LiveRamp, a placeholder cookie RampID or placeholder mobile RampID is the identifier provided for a cookie or mobile device ID that LiveRamp has not identified.

plaintext

Data that has not been encrypted or hashed.

probabilistic matching

A type of matching that relies on models to tie devices to individuals, households, or other groups. Associations between devices are not observed directly (unlike deterministic matching) but are inferred from mathematical models that evaluate the probability of one or more devices belonging to a given individual, household, or to another group (e.g., geography-based).

RampID

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

second-party data

Data that a company has obtained from a partner, as opposed to first-party data or third-party data.

segment

A group of your records that are defined by a specific attribute (a field/value pairing, such as "Gender=female"). For example, a field for "Gender" might contain segments for "Gender=Female" and for "Gender=Male."

segment data

Data you use to group your records based on certain attributes (such as “Gender=Female” or “Income=25,000-49,999”) so you can distribute those records to one of LiveRamp’s partners, typically for targeting, measurement, or personalization.

Sidecar

The LiveRamp Sidecar enables RampIDs and other people-based IDs in real-time bidding (RTB) bid requests for Supply-Side Platforms (SSPs). The Sidecar allows an SSP to decode the identity envelopes LiveRamp has provided into Demand-Side Platform-specific RampIDs and other people-based identifiers that can be used for identification purposes of the underlying browser in RTB bid requests.

third-party data

Data that a company has purchased from a third party, as opposed to first-party data or second-party data.

Transparency and Consent Framework (TCF)

The Transparency and Consent Framework consists of technical specifications and policies. It is created to help all parties who display and manage digital advertising and develop targeted content to comply with the European Union’s General Data Protection Regulation (GDPR) and ePrivacy Directive (ePD) when processing personal data and/or accessing and/or storing information on a user's device.