LiveRamp: Difference between revisions

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|Website=https://liveramp.com/

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'''~~[[wikipedia:LiveRamp~~|LiveRamp]]''' is a data broker company that operates a data connectivity platform specializing in identity resolution and data onboarding services. The company enables businesses to connect customer data across platforms and technologies for targeted marketing and analytics purposes.<ref name="liveramp-website">{{cite web |url=https://liveramp.com/ |title=LiveRamp - The Data Collaboration Platform of Choice |website=LiveRamp |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20260222005707/https://liveramp.com/ |archive-date=22 Feb 2026}}</ref> Originally founded as a startup in 2011 and acquired by Acxiom in 2014 for $310 million, LiveRamp later became the parent company's name after spinning off Acxiom's Marketing Solutions division to Interpublic Group in 2018.<ref name="wiki-liveramp">{{cite web |url=https://en.wikipedia.org/wiki/LiveRamp |title=LiveRamp - Wikipedia |website=Wikipedia |date=2024-12-11 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251113022023/https://en.wikipedia.org/wiki/LiveRamp |archive-date=13 Nov 2025}}</ref>

'''{{Wplink|LiveRamp}}''' is a data broker company that operates a data connectivity platform specializing in identity resolution and data onboarding services. The company enables businesses to connect customer data across platforms and technologies for targeted marketing and analytics purposes.<ref name="liveramp-website">{{cite web |url=https://liveramp.com/ |title=LiveRamp - The Data Collaboration Platform of Choice |website=LiveRamp |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20260222005707/https://liveramp.com/ |archive-date=22 Feb 2026}}</ref> Originally founded as a startup in 2011 and acquired by Acxiom in 2014 for $310 million, LiveRamp later became the parent company's name after spinning off Acxiom's Marketing Solutions division to Interpublic Group in 2018.<ref name="wiki-liveramp">{{cite web |url=https://en.wikipedia.org/wiki/LiveRamp |title=LiveRamp - Wikipedia |website=Wikipedia |date=2024-12-11 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251113022023/https://en.wikipedia.org/wiki/LiveRamp |archive-date=13 Nov 2025}}</ref>

==Consumer impact summary==

===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 |archive-url=http://web.archive.org/web/20250723082306/https://www.computing.co.uk/news/4180665/stalker-broker-liveramp-reported-uk-french-regulators |archive-date=23 Jul 2025}}</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 |archive-url=http://web.archive.org/web/20251116085931/https://sauderschelkopf.com/investigations/liveramp-data-broker-privacy-class-action-lawsuit-investigation/ |archive-date=16 Nov 2025}}</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 |archive-url=http://web.archive.org/web/20260116164722/https://improvado.io/blog/what-does-liveramp-do |archive-date=16 Jan 2026}}</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 |archive-url=http://web.archive.org/web/20260214163329/https://themarkup.org/privacy/2021/04/01/the-little-known-data-broker-industry-is-spending-big-bucks-lobbying-congress |archive-date=14 Feb 2026}}</ref>

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===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.

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 [[Web cookie|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.

==See also==

*[[Data brokers]]

*[[~~Targeted advertising~~]]

*[[Personalized ads]]

==References==

[[Category:~~LiveRamp~~]]

[[Category:{{PAGENAME}}]]

@@ Line 9: / Line 9: @@
 |Website=https://liveramp.com/
 }}
-'''[[wikipedia:LiveRamp|LiveRamp]]''' is a data broker company that operates a data connectivity platform specializing in identity resolution and data onboarding services. The company enables businesses to connect customer data across platforms and technologies for targeted marketing and analytics purposes.<ref name="liveramp-website">{{cite web |url=https://liveramp.com/ |title=LiveRamp - The Data Collaboration Platform of Choice |website=LiveRamp |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20260222005707/https://liveramp.com/ |archive-date=22 Feb 2026}}</ref> Originally founded as a startup in 2011 and acquired by Acxiom in 2014 for $310 million, LiveRamp later became the parent company's name after spinning off Acxiom's Marketing Solutions division to Interpublic Group in 2018.<ref name="wiki-liveramp">{{cite web |url=https://en.wikipedia.org/wiki/LiveRamp |title=LiveRamp - Wikipedia |website=Wikipedia |date=2024-12-11 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251113022023/https://en.wikipedia.org/wiki/LiveRamp |archive-date=13 Nov 2025}}</ref>
+'''{{Wplink|LiveRamp}}''' is a data broker company that operates a data connectivity platform specializing in identity resolution and data onboarding services. The company enables businesses to connect customer data across platforms and technologies for targeted marketing and analytics purposes.<ref name="liveramp-website">{{cite web |url=https://liveramp.com/ |title=LiveRamp - The Data Collaboration Platform of Choice |website=LiveRamp |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20260222005707/https://liveramp.com/ |archive-date=22 Feb 2026}}</ref> Originally founded as a startup in 2011 and acquired by Acxiom in 2014 for $310 million, LiveRamp later became the parent company's name after spinning off Acxiom's Marketing Solutions division to Interpublic Group in 2018.<ref name="wiki-liveramp">{{cite web |url=https://en.wikipedia.org/wiki/LiveRamp |title=LiveRamp - Wikipedia |website=Wikipedia |date=2024-12-11 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251113022023/https://en.wikipedia.org/wiki/LiveRamp |archive-date=13 Nov 2025}}</ref>
 ==Consumer impact summary==
 ===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 |archive-url=http://web.archive.org/web/20250723082306/https://www.computing.co.uk/news/4180665/stalker-broker-liveramp-reported-uk-french-regulators |archive-date=23 Jul 2025}}</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 |archive-url=http://web.archive.org/web/20251116085931/https://sauderschelkopf.com/investigations/liveramp-data-broker-privacy-class-action-lawsuit-investigation/ |archive-date=16 Nov 2025}}</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 |archive-url=http://web.archive.org/web/20260116164722/https://improvado.io/blog/what-does-liveramp-do |archive-date=16 Jan 2026}}</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 |archive-url=http://web.archive.org/web/20260214163329/https://themarkup.org/privacy/2021/04/01/the-little-known-data-broker-industry-is-spending-big-bucks-lobbying-congress |archive-date=14 Feb 2026}}</ref>
@@ Line 40: / Line 40: @@
 ===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.
+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 [[Web cookie|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.
 ==See also==
 *[[Data brokers]]
-*[[Targeted advertising]]
+*[[Personalized ads]]
 ==References==
-{{reflist}}
+{{Reflist}}
-[[Category:LiveRamp]]
+[[Category:{{PAGENAME}}]]