Editing LiveRamp (section)

===Identity surveillance system allegations (2024, ongoing)===
In 2024, research institute Cracked Labs released a 61-page report detailing LiveRamp's extensive "identity surveillance system".<ref name="computing-stalker" /> The report revealed that LiveRamp maintains identity databases on 700 million consumers globally using identifiers like cookies and mobile IDs to create unique "RampIDs" for each individual, tied to their real-world identity. These RampIDs allow LiveRamp's clients to combine and link personal data across databases, track website and mobile app usage, create personal profiles, and transmit consumer records to adtech firms.<ref name="computing-stalker" /> The technology enables tracking of individuals even when they believe they are protecting their privacy, such as by not logging into sites or providing only partial information.<ref name="computerweekly" /> This sophisticated system operates largely without consumer awareness or meaningful consent.