Glossary of All Terms

An alphabetical listing containing brief definitions of most LiveRamp terms.

application (app)

A program on a digital device (most commonly smartphones and tablets) that provides a specific service or function

application programming interface (API)

An application programming interface is a set of commands that programmers and developers use to communicate with a specific piece of software or hardware

canonicalization

The process of standardizing and aligning input data to ensure a consistent and reliable format

CTV IDs

Device identifiers associated with Connected TVs

deduplication

The process of identifying and consolidating redundant data entries to avoid overcounting unique users or events

Demand-Side Platform (DSP)

An advertising platform that allows advertisers to automate the buying of digital ad inventories

Envelope API

An API that translates (hashed) identifiers into RampIDs and puts them inside a secure, encrypted identity envelope

general availability

A LiveRamp product or workflow that is available for all customers, depending on contract terms

hashing

A cryptographic operation 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 it is very difficult to reverse. Common hashing algorithms include MD5, SHA-1, and SHA-256.

identifier

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

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.

invite-only

A LiveRamp product or workflow that is only available to customers who have been specifically invited by LiveRamp

known ID

A LiveRamp identifier tied to records in our Known Identity Graph

limited release

A LiveRamp product or workflow that is available to interested customers (depending on suitability)

LiveRamp Identity Graph

LiveRamp's people-based identity reference dataset that deterministically links de-identified offline touchpoints (like names, postal addresses, emails, and phone numbers) with online devices and identifiers across channels and platforms. By unifying these data points via RampIDs, the Identity Graph provides an accurate, privacy-conscious view of people that supports recognition, targeting, and measurement without exposing raw PII.

Placement ID (PID)

Unique identifier provided by LiveRamp that is used to identify a specific ATS user

RampID

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

Refresh Envelope API

API that allows clients to send identity envelopes and if the user has not opted out, the Refresh Envelope API will return the same envelope with an extended expiration time

RideAlong

An ATS feature that enables other identity providers to embed their identifiers in ATS envelopes

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.

Supply-Side Platform (SSP)

An advertising platform that allows publishers to make their ad inventory available to demand and automate the process of real-time bidding auctions

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.