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Types of Data That Can Be Included in Files

Two basic types of data can be included in a file:

  • Identifier data is data LiveRamp uses to match your records to other identifiers in our Identity Graph (this is usually either PII or online identifiers). See "Identifier Data" for more information.

  • Segment data is data you use to group your records into segments based on certain attributes so you can distribute those segments to one of LiveRamp’s partners, typically for targeting, measurement, or personalization.

Caution

Review our general data restrictions to make sure you understand what categories of data cannot be included in files, and what categories of data LiveRamp cannot distribute.

The types of data that you include will depend on what you’re trying to accomplish.

In this section:

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.

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