Addressability Extension
Addressability Extension is a program that is designed to further LiveRamp's mission to make it safe and easy to connect the world's data, people, and applications, and enables brand marketers to maintain addressability in a world where privacy regulation and third-party cookie restrictions are the new normal.
Addressability Extension helps marketers maximize their ability to reach consumers and consumer devices (such as desktop or mobile devices) with LiveRamp by leveraging their own authenticated CRM, mobile, site login, or email data in a privacy-conscious manner. In doing so, participants and LiveRamp create a more connected, addressable ecosystem.
There are a number of benefits for you:
Increased Reach: Increase your reach and tie together a greater number of data points against your existing database.
Deeper Insights: Gain deeper marketing insights and improve closed-loop attribution of RampID-based measurement workflows.
Enhanced Efficiency: Enhance marketing efficiency for use cases such as frequency capping and campaign suppressions.
The process that is followed varies depending on the type of data being contributed.
Note
How LiveRamp protects data privacy: The online data you contribute will be obfuscated (double-hashed and salted) and then only used to create additional device linkages in our Identity Graph in a non-discoverable manner (i.e., no Addressability Extension contributor can be identified). The offline data you contribute will be stored securely in our Identity Graph. No PII (personally identifiable information) is ever shared with other LiveRamp clients.
Email Address Contributions
LiveRamp captures hashed email addresses in real-time when a consumer logs in to your website or opens a marketing email where you’ve deployed our tag. We then salt and hash the email addresses a second time. LiveRamp uses this salted double-hashed email address to find the consumer’s corresponding LiveRamp RampID. Once we find that RampID, we store the linkage between the RampID and the user’s cookie ID in our Identity Graph. This process takes milliseconds to complete. The salted double-hashed email that is used to perform this lookup is dropped, and never shared or saved to our Identity Graph.
Mobile Device ID Contributions
LiveRamp collects the hashed email addresses tied to mobile device IDs that you upload to LiveRamp in batch files and then hashes the email addresses a second time. LiveRamp uses this double-hashed email address to find the consumer’s corresponding LiveRamp RampID . Once we find that RampID, we store the linkage between the RampID and the user’s mobile device ID in our graph. The hashed email that is used to perform this lookup is dropped, and never shared or saved to our offline graph.
Offline Data Contributions
LiveRamp collects the linkages of two or more raw (unhashed) consumer PII touchpoints that you upload to LiveRamp in batch files and stores them in a secure internal environment. These linkages are added as additional PII touchpoints in our Identity Graph. The raw PII is never exposed when we match client data into the graph - the raw PII is first double-hashed and salted for the purposes of matching.
Contact your LiveRamp representative to get started with Addressability Extension, which includes the following steps:
Sign Addressability Extension terms: If not already a part of your existing contract, sign Addressability Extension terms that grant us permission to use your data in our Identity Graph.
LiveRamp Data Ethics reviews your privacy policy: We verify that your consumer-facing privacy policy has adequate language and opt-out options, including specifying how you’re using consumer data. We find that more than half of the time clients are already approved for one or more methods of contribution. If you’re not immediately approved, our Data Ethics team will provide you with specific language that we would suggest you use so that you are compliant with our match policies.
Implement the appropriate Addressability Extension channels: See the appropriate implementation sections below for instructions for the channels you will use. If you run into any issues while implementing Addressability Extension, email clientmatch@liveramp.com.
Note
If you are currently onboarding PII-based data files with LiveRamp, the preferred method for your CRM data are for us to use those files to build offline linkages. If you choose to authorize that method, you only need to email clientmatch@liveramp.com and your Customer Success Manager to confirm your authorization.
LiveRamp resolves your data to LiveRamp RampIDs and stores additional RampID/device linkages in our Identity Graph. See the sections below for information on this process for the various Addressability Extension channels.