LiveRamp RampID

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LiveRamp RampID

LiveRamp RampID is a privacy-first, people-based identity solution that enables publishers to maximize programmatic revenue through deterministic and probabilistic user recognition across the open web.

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Overview

• Destination: Permutive retrieves RampID ephemeral identity envelopes and passes them to the programmatic bidstream via Prebid or Amazon Publisher Services (APS), enabling demand-side platforms (DSPs) to recognize users and improve match rates.

• Deterministic and Probabilistic Matching: Uses both hashed emails and probabilistic signals for comprehensive coverage
• No-Code Integration: Enable via Permutive dashboard without additional implementation
• Privacy-First: Ephemeral envelopes for bidstream use only, with automatic TCF consent handling
• Industry Standard: Widely adopted across the advertising ecosystem with strong DSP and SSP support

• Yield Optimization: Enrich programmatic bids with RampID envelopes to increase CPMs and fill rates
• Maximize addressability in a cookie-restricted environment with authenticated and probabilistic signals

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Environment Compatibility

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Prerequisites

• LiveRamp Partner Account: You must have a LiveRamp partnership agreement to use RampID. This typically requires:
  • Signing up for a LiveRamp account at liveramp.com
  • Accepting LiveRamp’s terms of service
  • Obtaining your unique Partner ID from your LiveRamp account dashboard
  • Note: While publishers can use RampID for free (advertisers pay to decrypt the IDs), you need to register and establish a partnership
• Consent Management: RampID must be added to your Consent Management Platform (CMP) as an approved vendor in your TCF vendor list. Without proper consent configuration, RampID will not generate identifiers.
  • Add LiveRamp as a vendor in your TCF implementation
  • Ensure required TCF purposes are configured (consult LiveRamp documentation for specific requirements)
  • LiveRamp typically requires Purpose 1 (Store and/or access information on a device) and may require additional purposes
• Prebid Integration: The RampID integration requires the Permutive Identity Manager Prebid module to be enabled. This is a specialized Prebid module separate from the standard Permutive RTD module.
  • The Permutive Identity Manager ID System module must be compiled into your Prebid build
  • See our Prebid integration guide for complete setup instructions including the Identity Manager module configuration
• Permutive SDK: The Permutive Web SDK must be deployed and operational on your website
• Hashed Email Collection (Optional but Recommended): While RampID can work with probabilistic signals alone, maximum effectiveness is achieved when you collect and hash user email addresses:
  • Implement email collection through registration, newsletter signup, or authentication
  • Hash emails using SHA-256 before passing to Permutive
  • Store hashed emails in Permutive’s identity graph via the SDK’s identify() method

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Setup

{
  "user": {
    "eids": [
      {
        "source": "liveramp.com",
        "uids": [
          {
            "id": "AjfowMFS4A96...",
            "atype": 3,
            "ext": {
              "rtiPartner": "idl"
            }
          }
        ]
      }
    ]
  }
}

// Example: Hashing email with SubtleCrypto API
async function hashEmail(email) {
  const normalized = email.toLowerCase().trim();
  const msgBuffer = new TextEncoder().encode(normalized);
  const hashBuffer = await crypto.subtle.digest('SHA-256', msgBuffer);
  const hashArray = Array.from(new Uint8Array(hashBuffer));
  const hashHex = hashArray.map(b => b.toString(16).padStart(2, '0')).join('');
  return hashHex;
}

// Pass hashed email to Permutive
const hashedEmail = await hashEmail(userEmail);
permutive.identify([{
  tag: 'email_sha256',
  id: hashedEmail
}]);

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Data Types

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Identity Signals Transmitted

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Troubleshooting

// CORRECT - proper normalization and hashing
const email = "  User@Example.COM  ";
const normalized = email.toLowerCase().trim(); // "user@example.com"
const hashed = await sha256(normalized); // proper SHA-256 hash

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Changelog