LiveRamp: Difference between revisions

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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}}</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}}</ref>

'''[[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>

==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}}</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>

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>

===User freedom===

The company's data collection practices significantly impact consumer autonomy by enabling highly personalized advertising that can influence consumer behavior.<ref name="harvard">{{cite web |url=https://d3.harvard.edu/platform-digit/submission/liveramp-formerly-acxiom-selling-you-without-owning-your-data/ |title=LiveRamp (formerly Acxiom) - selling you - without owning your data |website=Digital Innovation and Transformation |date=2020-04-21 |access-date=2025-05-07}}</ref> LiveRamp's identity resolution technology allows companies to track individuals across multiple devices and platforms, even when users believe they are browsing anonymously.<ref name="computerweekly">{{cite web |url=https://www.computerweekly.com/news/366572197/Open-Rights-Group-accuses-LiveRamp-of-unlawful-data-processing |title=Open Rights Group accuses LiveRamp of 'unlawful' data processing |website=Computer Weekly |access-date=2025-05-07}}</ref> This undermines users' ability to truly opt out of tracking and creates an environment where consumers have limited control over how their personal information is used in the digital marketplace.<ref name="privacy-choices">{{cite web |url=https://liveramp.com/privacy/my-privacy-choices/ |title=Your Rights - California Consumer Privacy Act |website=LiveRamp |date=2022-01-31 |access-date=2025-05-07}}</ref>

The company's data collection practices significantly impact consumer autonomy by enabling highly personalized advertising that can influence consumer behavior.<ref name="harvard">{{cite web |url=https://d3.harvard.edu/platform-digit/submission/liveramp-formerly-acxiom-selling-you-without-owning-your-data/ |title=LiveRamp (formerly Acxiom) - selling you - without owning your data |website=Digital Innovation and Transformation |date=2020-04-21 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251108224213/https://d3.harvard.edu/platform-digit/submission/liveramp-formerly-acxiom-selling-you-without-owning-your-data/ |archive-date=8 Nov 2025}}</ref> LiveRamp's identity resolution technology allows companies to track individuals across multiple devices and platforms, even when users believe they are browsing anonymously.<ref name="computerweekly">{{cite web |url=https://www.computerweekly.com/news/366572197/Open-Rights-Group-accuses-LiveRamp-of-unlawful-data-processing |title=Open Rights Group accuses LiveRamp of 'unlawful' data processing |website=Computer Weekly |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251110203241/https://www.computerweekly.com/news/366572197/Open-Rights-Group-accuses-LiveRamp-of-unlawful-data-processing |archive-date=10 Nov 2025}}</ref> This undermines users' ability to truly opt out of tracking and creates an environment where consumers have limited control over how their personal information is used in the digital marketplace.<ref name="privacy-choices">{{cite web |url=https://liveramp.com/privacy/my-privacy-choices/ |title=Your Rights - California Consumer Privacy Act |website=LiveRamp |date=2022-01-31 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20260222005707/https://liveramp.com/ |archive-date=22 Feb 2026}}</ref>

===Business model===

LiveRamp's business model centers on monetizing consumer data through its "data onboarding" services, which transform offline customer data into digital identifiers for targeted advertising.<ref name="data-marketplace">{{cite web |url=https://liveramp.com/data-marketplace/ |title=Solutions: Data Marketplace |website=LiveRamp |date=2024-11-18 |access-date=2025-05-07}}</ref> The company operates a comprehensive Data Marketplace where businesses can purchase segments of consumer data for marketing purposes.<ref name="data-buying">{{cite web |url=https://docs.liveramp.com/connect/en/getting-started-with-data-buying.html |title=Getting Started with Data Buying |website=LiveRamp Documentation |access-date=2025-05-07}}</ref> While LiveRamp positions itself as privacy-conscious, its fundamental business relies on extensive data collection, sharing, and profiling that blurs the lines between public and private information.<ref name="databrokers-profile">{{cite web |url=https://databrokers.cippic.ca/2019/01/09/data-broker-profiles-acxiom-and-liveramp/ |title=Data Broker Profiles – Acxiom and LiveRamp |website=DataBrokers |date=2019-01-09 |access-date=2025-05-07}}</ref>

LiveRamp's business model centers on monetizing consumer data through its "data onboarding" services, which transform offline customer data into digital identifiers for targeted advertising.<ref name="data-marketplace">{{cite web |url=https://liveramp.com/data-marketplace/ |title=Solutions: Data Marketplace |website=LiveRamp |date=2024-11-18 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20260222005707/https://liveramp.com/ |archive-date=22 Feb 2026}}</ref> The company operates a comprehensive Data Marketplace where businesses can purchase segments of consumer data for marketing purposes.<ref name="data-buying">{{cite web |url=https://docs.liveramp.com/connect/en/getting-started-with-data-buying.html |title=Getting Started with Data Buying |website=LiveRamp Documentation |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251024002323/https://docs.liveramp.com/connect/en/getting-started-with-data-buying.html |archive-date=24 Oct 2025}}</ref> While LiveRamp positions itself as privacy-conscious, its fundamental business relies on extensive data collection, sharing, and profiling that blurs the lines between public and private information.<ref name="databrokers-profile">{{cite web |url=https://databrokers.cippic.ca/2019/01/09/data-broker-profiles-acxiom-and-liveramp/ |title=Data Broker Profiles – Acxiom and LiveRamp |website=DataBrokers |date=2019-01-09 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20250419061119/https://databrokers.cippic.ca/2019/01/09/data-broker-profiles-acxiom-and-liveramp/ |archive-date=19 Apr 2025}}</ref>

===Market control===

As one of the dominant players in the data broker industry, LiveRamp wields significant market power through its identity resolution infrastructure.<ref name="sec-filing">{{cite web |url=https://www.sec.gov/Archives/edgar/data/733269/000073326919000022/ramp-20190331.htm |title=LiveRamp Holdings, Inc. SEC Filing |website=U.S. Securities and Exchange Commission |access-date=2025-05-07}}</ref> The company's extensive partnerships with over 650 platforms, including major social media networks and publishers, create a far-reaching data ecosystem that is difficult for consumers to avoid.<ref name="liveramp-website" /> LiveRamp's position as an infrastructure provider for the advertising technology industry allows it to establish industry standards and protocols that prioritize commercial interests over consumer privacy protections.<ref name="harvard" />

As one of the dominant players in the data broker industry, LiveRamp wields significant market power through its identity resolution infrastructure.<ref name="sec-filing">{{cite web |url=https://www.sec.gov/Archives/edgar/data/733269/000073326919000022/ramp-20190331.htm |title=LiveRamp Holdings, Inc. SEC Filing |website=U.S. Securities and Exchange Commission |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20250709041139/https://www.sec.gov/Archives/edgar/data/733269/000073326919000022/ramp-20190331.htm |archive-date=9 Jul 2025}}</ref> The company's extensive partnerships with over 650 platforms, including major social media networks and publishers, create a far-reaching data ecosystem that is difficult for consumers to avoid.<ref name="liveramp-website" /> LiveRamp's position as an infrastructure provider for the advertising technology industry allows it to establish industry standards and protocols that prioritize commercial interests over consumer privacy protections.<ref name="harvard" />

==Incidents==

===2003 Data breach (as Acxiom)===

In 2003, LiveRamp's predecessor company Acxiom experienced a massive data breach involving 1.6 billion personal records.<ref name="wiki-liveramp" /> The breach occurred during data transmission between Acxiom and its clients via an FTP server located outside the company's firewall.<ref name="privacy-int-hack">{{cite web |url=https://privacyinternational.org/examples/2348/acxiom-data-intercepted-hacker |title=Acxiom data intercepted by hacker |website=Privacy International |access-date=2025-05-07}}</ref> Described by prosecutors as the "largest ever invasion and theft of personal data" at that time, the incident exposed names, addresses, and email addresses of millions of consumers.<ref name="harvard" /> This breach highlighted the significant risks inherent in large-scale data collection and the vulnerability of centralized personal data repositories.<ref name="troy-hunt">{{cite web |url=https://www.troyhunt.com/data-breach-misattribution-acxiom-live-ramp/ |title=Data Breach Misattribution, Acxiom & Live Ramp |author=Troy Hunt |date=2022-11-22 |website=Troy Hunt's Blog |access-date=2025-05-07}}</ref>

In 2003, LiveRamp's predecessor company Acxiom experienced a massive data breach involving 1.6 billion personal records.<ref name="wiki-liveramp" /> The breach occurred during data transmission between Acxiom and its clients via an FTP server located outside the company's firewall.<ref name="privacy-int-hack">{{cite web |url=https://privacyinternational.org/examples/2348/acxiom-data-intercepted-hacker |title=Acxiom data intercepted by hacker |website=Privacy International |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251205201143/https://privacyinternational.org/examples/2348/acxiom-data-intercepted-hacker |archive-date=5 Dec 2025}}</ref> Described by prosecutors as the "largest ever invasion and theft of personal data" at that time, the incident exposed names, addresses, and email addresses of millions of consumers.<ref name="harvard" /> This breach highlighted the significant risks inherent in large-scale data collection and the vulnerability of centralized personal data repositories.<ref name="troy-hunt">{{cite web |url=https://www.troyhunt.com/data-breach-misattribution-acxiom-live-ramp/ |title=Data Breach Misattribution, Acxiom & Live Ramp |author=Troy Hunt |date=2022-11-22 |website=Troy Hunt's Blog |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20250909190821/https://www.troyhunt.com/data-breach-misattribution-acxiom-live-ramp/ |archive-date=9 Sep 2025}}</ref>

===FTC complaint over military data sharing (2003)===

The Electronic Privacy Information Center filed a complaint with the Federal Trade Commission against Acxiom (LiveRamp's predecessor) and JetBlue Airways in 2003.<ref name="wiki-liveramp" /> The complaint alleged that the companies provided consumer information to Torch Concepts, a company hired by the U.S. Army to analyze how public and private records might be used to defend military bases.<ref name="privacy-int-timeline">{{cite web |url=https://privacyinternational.org/databrokerstimeline/acxiom |title=Privacy International |website=Privacy International |access-date=2025-05-07}}</ref> This occurred without consumer consent, notice, or the ability to opt out, despite Acxiom's public statements about individual choice regarding data dissemination.<ref name="wiki-liveramp" /> This incident demonstrated how data collected for commercial purposes can be repurposed for surveillance with minimal consumer knowledge or consent.

The Electronic Privacy Information Center filed a complaint with the Federal Trade Commission against Acxiom (LiveRamp's predecessor) and JetBlue Airways in 2003.<ref name="wiki-liveramp" /> The complaint alleged that the companies provided consumer information to Torch Concepts, a company hired by the U.S. Army to analyze how public and private records might be used to defend military bases.<ref name="privacy-int-timeline">{{cite web |url=https://privacyinternational.org/databrokerstimeline/acxiom |title=Privacy International |website=Privacy International |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20250709041138/https://privacyinternational.org/databrokerstimeline/acxiom |archive-date=9 Jul 2025}}</ref> This occurred without consumer consent, notice, or the ability to opt out, despite Acxiom's public statements about individual choice regarding data dissemination.<ref name="wiki-liveramp" /> This incident demonstrated how data collected for commercial purposes can be repurposed for surveillance with minimal consumer knowledge or consent.

===Rejection of bulk opt-out requests (2003)===

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 |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}}</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}}</ref>
+'''[[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>
 ==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}}</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>
+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>
 ===User freedom===
-The company's data collection practices significantly impact consumer autonomy by enabling highly personalized advertising that can influence consumer behavior.<ref name="harvard">{{cite web |url=https://d3.harvard.edu/platform-digit/submission/liveramp-formerly-acxiom-selling-you-without-owning-your-data/ |title=LiveRamp (formerly Acxiom) - selling you - without owning your data |website=Digital Innovation and Transformation |date=2020-04-21 |access-date=2025-05-07}}</ref> LiveRamp's identity resolution technology allows companies to track individuals across multiple devices and platforms, even when users believe they are browsing anonymously.<ref name="computerweekly">{{cite web |url=https://www.computerweekly.com/news/366572197/Open-Rights-Group-accuses-LiveRamp-of-unlawful-data-processing |title=Open Rights Group accuses LiveRamp of 'unlawful' data processing |website=Computer Weekly |access-date=2025-05-07}}</ref> This undermines users' ability to truly opt out of tracking and creates an environment where consumers have limited control over how their personal information is used in the digital marketplace.<ref name="privacy-choices">{{cite web |url=https://liveramp.com/privacy/my-privacy-choices/ |title=Your Rights - California Consumer Privacy Act |website=LiveRamp |date=2022-01-31 |access-date=2025-05-07}}</ref>
+The company's data collection practices significantly impact consumer autonomy by enabling highly personalized advertising that can influence consumer behavior.<ref name="harvard">{{cite web |url=https://d3.harvard.edu/platform-digit/submission/liveramp-formerly-acxiom-selling-you-without-owning-your-data/ |title=LiveRamp (formerly Acxiom) - selling you - without owning your data |website=Digital Innovation and Transformation |date=2020-04-21 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251108224213/https://d3.harvard.edu/platform-digit/submission/liveramp-formerly-acxiom-selling-you-without-owning-your-data/ |archive-date=8 Nov 2025}}</ref> LiveRamp's identity resolution technology allows companies to track individuals across multiple devices and platforms, even when users believe they are browsing anonymously.<ref name="computerweekly">{{cite web |url=https://www.computerweekly.com/news/366572197/Open-Rights-Group-accuses-LiveRamp-of-unlawful-data-processing |title=Open Rights Group accuses LiveRamp of 'unlawful' data processing |website=Computer Weekly |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251110203241/https://www.computerweekly.com/news/366572197/Open-Rights-Group-accuses-LiveRamp-of-unlawful-data-processing |archive-date=10 Nov 2025}}</ref> This undermines users' ability to truly opt out of tracking and creates an environment where consumers have limited control over how their personal information is used in the digital marketplace.<ref name="privacy-choices">{{cite web |url=https://liveramp.com/privacy/my-privacy-choices/ |title=Your Rights - California Consumer Privacy Act |website=LiveRamp |date=2022-01-31 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20260222005707/https://liveramp.com/ |archive-date=22 Feb 2026}}</ref>
 ===Business model===
-LiveRamp's business model centers on monetizing consumer data through its "data onboarding" services, which transform offline customer data into digital identifiers for targeted advertising.<ref name="data-marketplace">{{cite web |url=https://liveramp.com/data-marketplace/ |title=Solutions: Data Marketplace |website=LiveRamp |date=2024-11-18 |access-date=2025-05-07}}</ref> The company operates a comprehensive Data Marketplace where businesses can purchase segments of consumer data for marketing purposes.<ref name="data-buying">{{cite web |url=https://docs.liveramp.com/connect/en/getting-started-with-data-buying.html |title=Getting Started with Data Buying |website=LiveRamp Documentation |access-date=2025-05-07}}</ref> While LiveRamp positions itself as privacy-conscious, its fundamental business relies on extensive data collection, sharing, and profiling that blurs the lines between public and private information.<ref name="databrokers-profile">{{cite web |url=https://databrokers.cippic.ca/2019/01/09/data-broker-profiles-acxiom-and-liveramp/ |title=Data Broker Profiles – Acxiom and LiveRamp |website=DataBrokers |date=2019-01-09 |access-date=2025-05-07}}</ref>
+LiveRamp's business model centers on monetizing consumer data through its "data onboarding" services, which transform offline customer data into digital identifiers for targeted advertising.<ref name="data-marketplace">{{cite web |url=https://liveramp.com/data-marketplace/ |title=Solutions: Data Marketplace |website=LiveRamp |date=2024-11-18 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20260222005707/https://liveramp.com/ |archive-date=22 Feb 2026}}</ref> The company operates a comprehensive Data Marketplace where businesses can purchase segments of consumer data for marketing purposes.<ref name="data-buying">{{cite web |url=https://docs.liveramp.com/connect/en/getting-started-with-data-buying.html |title=Getting Started with Data Buying |website=LiveRamp Documentation |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251024002323/https://docs.liveramp.com/connect/en/getting-started-with-data-buying.html |archive-date=24 Oct 2025}}</ref> While LiveRamp positions itself as privacy-conscious, its fundamental business relies on extensive data collection, sharing, and profiling that blurs the lines between public and private information.<ref name="databrokers-profile">{{cite web |url=https://databrokers.cippic.ca/2019/01/09/data-broker-profiles-acxiom-and-liveramp/ |title=Data Broker Profiles – Acxiom and LiveRamp |website=DataBrokers |date=2019-01-09 |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20250419061119/https://databrokers.cippic.ca/2019/01/09/data-broker-profiles-acxiom-and-liveramp/ |archive-date=19 Apr 2025}}</ref>
 ===Market control===
-As one of the dominant players in the data broker industry, LiveRamp wields significant market power through its identity resolution infrastructure.<ref name="sec-filing">{{cite web |url=https://www.sec.gov/Archives/edgar/data/733269/000073326919000022/ramp-20190331.htm |title=LiveRamp Holdings, Inc. SEC Filing |website=U.S. Securities and Exchange Commission |access-date=2025-05-07}}</ref> The company's extensive partnerships with over 650 platforms, including major social media networks and publishers, create a far-reaching data ecosystem that is difficult for consumers to avoid.<ref name="liveramp-website" /> LiveRamp's position as an infrastructure provider for the advertising technology industry allows it to establish industry standards and protocols that prioritize commercial interests over consumer privacy protections.<ref name="harvard" />
+As one of the dominant players in the data broker industry, LiveRamp wields significant market power through its identity resolution infrastructure.<ref name="sec-filing">{{cite web |url=https://www.sec.gov/Archives/edgar/data/733269/000073326919000022/ramp-20190331.htm |title=LiveRamp Holdings, Inc. SEC Filing |website=U.S. Securities and Exchange Commission |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20250709041139/https://www.sec.gov/Archives/edgar/data/733269/000073326919000022/ramp-20190331.htm |archive-date=9 Jul 2025}}</ref> The company's extensive partnerships with over 650 platforms, including major social media networks and publishers, create a far-reaching data ecosystem that is difficult for consumers to avoid.<ref name="liveramp-website" /> LiveRamp's position as an infrastructure provider for the advertising technology industry allows it to establish industry standards and protocols that prioritize commercial interests over consumer privacy protections.<ref name="harvard" />
 ==Incidents==
 ===2003 Data breach (as Acxiom)===
-In 2003, LiveRamp's predecessor company Acxiom experienced a massive data breach involving 1.6 billion personal records.<ref name="wiki-liveramp" /> The breach occurred during data transmission between Acxiom and its clients via an FTP server located outside the company's firewall.<ref name="privacy-int-hack">{{cite web |url=https://privacyinternational.org/examples/2348/acxiom-data-intercepted-hacker |title=Acxiom data intercepted by hacker |website=Privacy International |access-date=2025-05-07}}</ref> Described by prosecutors as the "largest ever invasion and theft of personal data" at that time, the incident exposed names, addresses, and email addresses of millions of consumers.<ref name="harvard" /> This breach highlighted the significant risks inherent in large-scale data collection and the vulnerability of centralized personal data repositories.<ref name="troy-hunt">{{cite web |url=https://www.troyhunt.com/data-breach-misattribution-acxiom-live-ramp/ |title=Data Breach Misattribution, Acxiom & Live Ramp |author=Troy Hunt |date=2022-11-22 |website=Troy Hunt's Blog |access-date=2025-05-07}}</ref>
+In 2003, LiveRamp's predecessor company Acxiom experienced a massive data breach involving 1.6 billion personal records.<ref name="wiki-liveramp" /> The breach occurred during data transmission between Acxiom and its clients via an FTP server located outside the company's firewall.<ref name="privacy-int-hack">{{cite web |url=https://privacyinternational.org/examples/2348/acxiom-data-intercepted-hacker |title=Acxiom data intercepted by hacker |website=Privacy International |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20251205201143/https://privacyinternational.org/examples/2348/acxiom-data-intercepted-hacker |archive-date=5 Dec 2025}}</ref> Described by prosecutors as the "largest ever invasion and theft of personal data" at that time, the incident exposed names, addresses, and email addresses of millions of consumers.<ref name="harvard" /> This breach highlighted the significant risks inherent in large-scale data collection and the vulnerability of centralized personal data repositories.<ref name="troy-hunt">{{cite web |url=https://www.troyhunt.com/data-breach-misattribution-acxiom-live-ramp/ |title=Data Breach Misattribution, Acxiom & Live Ramp |author=Troy Hunt |date=2022-11-22 |website=Troy Hunt's Blog |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20250909190821/https://www.troyhunt.com/data-breach-misattribution-acxiom-live-ramp/ |archive-date=9 Sep 2025}}</ref>
 ===FTC complaint over military data sharing (2003)===
-The Electronic Privacy Information Center filed a complaint with the Federal Trade Commission against Acxiom (LiveRamp's predecessor) and JetBlue Airways in 2003.<ref name="wiki-liveramp" /> The complaint alleged that the companies provided consumer information to Torch Concepts, a company hired by the U.S. Army to analyze how public and private records might be used to defend military bases.<ref name="privacy-int-timeline">{{cite web |url=https://privacyinternational.org/databrokerstimeline/acxiom |title=Privacy International |website=Privacy International |access-date=2025-05-07}}</ref> This occurred without consumer consent, notice, or the ability to opt out, despite Acxiom's public statements about individual choice regarding data dissemination.<ref name="wiki-liveramp" /> This incident demonstrated how data collected for commercial purposes can be repurposed for surveillance with minimal consumer knowledge or consent.
+The Electronic Privacy Information Center filed a complaint with the Federal Trade Commission against Acxiom (LiveRamp's predecessor) and JetBlue Airways in 2003.<ref name="wiki-liveramp" /> The complaint alleged that the companies provided consumer information to Torch Concepts, a company hired by the U.S. Army to analyze how public and private records might be used to defend military bases.<ref name="privacy-int-timeline">{{cite web |url=https://privacyinternational.org/databrokerstimeline/acxiom |title=Privacy International |website=Privacy International |access-date=2025-05-07 |archive-url=http://web.archive.org/web/20250709041138/https://privacyinternational.org/databrokerstimeline/acxiom |archive-date=9 Jul 2025}}</ref> This occurred without consumer consent, notice, or the ability to opt out, despite Acxiom's public statements about individual choice regarding data dissemination.<ref name="wiki-liveramp" /> This incident demonstrated how data collected for commercial purposes can be repurposed for surveillance with minimal consumer knowledge or consent.
 ===Rejection of bulk opt-out requests (2003)===