Editing LiveRamp (section)

===User privacy===
LiveRamp's core business revolves around collecting, processing, and facilitating the exchange of vast amounts of personal data, raising significant privacy concerns.<ref name="computing-stalker">{{cite web |url=https://www.computing.co.uk/news/4180665/stalker-broker-liveramp-reported-uk-french-regulators |title='Like a stalker': LiveRamp reported to ICO |website=Computing |access-date=2025-05-07}}</ref> The company maintains identity databases on approximately 700 million consumers globally, including 45 million in the UK and 25 million in France.<ref name="sauder-lawsuit">{{cite web |url=https://sauderschelkopf.com/investigations/liveramp-data-broker-privacy-class-action-lawsuit-investigation/ |title=LiveRamp Data Broker Privacy Class Action Lawsuit Investigation |website=Sauder Schelkopf |date=2025-01-25 |access-date=2025-05-07}}</ref> LiveRamp creates unique identifiers called "RampIDs" that connect individuals' online activities with their offline identities, enabling comprehensive tracking across devices and platforms.<ref name="improvado">{{cite web |url=https://improvado.io/blog/what-does-liveramp-do |title=LiveRamp Explained: Data Connectivity & Identity [2025] |website=Improvado |access-date=2025-05-07}}</ref> This extensive profiling occurs largely without consumers' meaningful awareness or explicit consent, as the company operates behind the scenes of the digital advertising ecosystem.<ref name="markup">{{cite web |url=https://themarkup.org/privacy/2021/04/01/the-little-known-data-broker-industry-is-spending-big-bucks-lobbying-congress |title=The Little-Known Data Broker Industry Is Spending Big Bucks Lobbying Congress |website=The Markup |date=2021-04-01 |access-date=2025-05-07}}</ref>