Matching users using LiveRamp

LiveRamp is an identity graph solution that uses the LiveRamp IdentityLink (IDL), a hashed, people-based identifier, to identify individuals across devices and environments. An IDL is created using a people-based identifier such as an email address, and is contained in a heavily encrypted and frequently rotated envelope called the IDL-encrypted envelope to prevent any inadvertent or accidental exposure of personal data. Any malicious actors that try to intercept client-side LiveRamp data would only capture the IDL-encrypted envelope and wouldn't have the keys to decrypt the usable IDL.

At Index Exchange , publishers can enable the LiveRamp Real Time Identity (RTI) adapter in their IX Library™ to match users using the IDL. Enabling this adapter helps DSPs receive people-based identifiers for buyers and increase their bid activity, resulting in an increase in bid value for publishers. For more information on enabling the LiveRamp RTI adapter, see Enable an RTI provider in the IX Library.

Buyers who want to directly bid on users using the IDL in Europe and Asia-Pacific must work with a supported DSP in these regions. For a list of supported DSPs in Europe and Asia-Pacfic, contact your IX Representative.

The LiveRamp RTI adapter also enables buyers to purchase people-based audiences from the LiveRamp graph through IX's Matched Audiences™ solution. Buyers can use customer relationship management (CRM) data to reach key users, in real time, and have greater access to devices and environments through people-based based identifiers. For more information on running a Matched Audience campaign using LiveRamp, see the following topics:

How IX Library passes LiveRamp identifiers

When a publisher has enabled the LiveRampRTI adapter on their site, the adapter can match users with the LiveRamp identifier, IDL. To understand how we pass a user's IDL in the IX Library, refer to the steps below.

When a user visits a publisher site with the LiveRamp RTI adapter, the IX Library checks the user's local storage for the encrypted envelope that contains the user's IDL. If the encrypted envelope is present, the workflow continues to step 4. If the encrypted envelope is not present, the workflow continues to steps 2 and 3.

To get the encrypted envelope, IX Library calls the LiveRamp endpoint. If the request is coming from Europe, the IX Library will append the TCF consent string in the request to LiveRamp's endpoint.

Depending on how much time LiveRamp takes to return the encrypted envelope, one of the following will happen:

  1. If LiveRamp returns the encrypted envelope to IX Library in more than the allocated demand start time (time to generate the bid request), IX Library stores the cached IDL in the browser’s local storage for subsequent page loads.
  2. If LiveRamp returns the encrypted envelope in under the allocated time to demand start time, the workflow continues to step 4. IX Library also stores this in the browser’s local storage for subsequent page loads.

IX Library makes the encrypted envelope available to IX's ad server and to all other certified bidding adapters through the generateRequestObj function.

IX and bidding adapters decrypt the encrypted envelope using the LiveRamp Sidecar application.

The LiveRamp Sidecar application outputs a unique IDL for each DSP that can be used for targeting and audience-based buying.

IX and bidding adapters pass DSP-specific IDLs using IX Library in the bid request to the corresponding DSPs.