Set up a LiveRamp Matched Audience direct deal

Before you can run a direct deal for Matched Audience with LiveRamp, the following steps need to be completed:

Step 1

The buyer or publisher contacts the IX's Buyer Services team to begin an upcoming Matched Audience campaign. The purpose of this call is to align all teams on goals and expected deal performance. During this call, consider the following:

  • Publishers
  • Audience
  • Flight date
  • Buyer budget

Step 2

The buyer and publisher negotiate deal terms and the buyer completes the LiveRamp deal request form provided by IX’s Buyer Services team. Deal terms should be unique to each deal ID and must include the buyer’s DSP and publisher’s properties or channels. For more information on how buyers and publishers can negotiate deal terms, see Negotiating Matched Audience direct deals.

Step 3

The buyer uploads their Matched Audience customer relationship management (CRM) file in the LiveRamp platform. For instructions on uploading the CRM file, see Upload a Matched Audience file into LiveRamp.

Step 4

After the buyer has uploaded the Matched Audience file, they will send the audience file directly from LiveRamp to IX. For instructions on sending the audience file to IX, see Send a Matched Audience file from LiveRamp to IX

Step 5

IX’s Buyer Services team creates a deal and shares a deal ID based on the negotiated agreement between the buyer and seller. Alternatively, a publisher can create the deal in the IX app if they want to. For more information, see Create a new deal.

To help consolidate reporting and simplify campaign troubleshooting, all deal IDs for LiveRamp Matched Audience deals should begin with LRIX. For more information on how publishers can optimize a Matched Audience deal, see Tips for publishers to optimize a Matched Audience deal.

Step 6

The buyer builds the Matched Audience deal in their chosen DSP based on the negotiated terms outlined in step 2 and targets the Matched Audience deal ID created in step 5. Since Matched Audience deals focus on small, precise, and highly performing audience segments, buyers should follow best practices in DSP setup. For more information, see Tips for buyers to optimize a Matched Audience deal.

Step 7

After a Matched Audience campaign is set up and a user from the Matched Audience file is recognized on a publisher's page, IX detects the Matched Audience in real time and generates a bid request for the deal ID tied to that audience. This detection is enabled by the IX RTI framework using the LiveRamp RTI adapter. For more information, see Matching users using LiveRamp.

Step 8

DSPs can then bid and win on opportunities for the buyer's Matched Audience. The user within the selected Matched Audience will see the campaign on the publisher site.

If you need further assistance with Matched Audience, contact the IX Buyer Services team at ix.buyer.services@indexexchange.com or contact LiveRamp at ix.brandsagencies@liveramp.com.