LiveRamp and Audience Manager Integration

[#1]

Hi Experts,

Wanted to check on this forum if we have  LiveRamp with Audience Manager integration in place? For instance should we send all data to LR and then LR will automatically send data to AAM? Should we send data to both LR and AAM? IS there a difference between the data we are sending to each tool?

Any insights on this will be very helpful.

Thank you.

[LordOfTheRings]

Hi there,

AAM can be integrated with Liveramp to onboard data using a Liveramp's data onboarder.

I have some questions on this integration:

1) How do you get data in Liveramp? What kind of data resides in Liveramp, is that offline or online or both?

2) What ID are you sending to Liveramp? Is that your own customer ID? If yes, does liveramp sync that customer ID with the device ID?

3) Do you have a sign in/form submission functionality on your web properties to collect unique customer IDs from users?

I would recommend to get data onboarded to AAM directly and keep liveramp data separate, and then both types of data can be combined while creating segment. Getting data directly from your first party source to AAM will give you some level of flexibility in terms of profile merge rules, file cadence and sending full file vs deltas.

Thanks,

Varun Kalra

[LordOfTheRings]

Hi @Varun_Kalra  PFB the answers inline:

1) How do you get data in Liveramp? What kind of data resides in Liveramp, is that offline or online or both?

It’s mostly offline data (including PII). LR is an onboarder, its role is to connect offline data to an online profile (a cookie). Data is sFTPed to LR.

2) What ID are you sending to Liveramp? Is that your own customer ID? If yes, does liveramp sync that customer ID with the device ID

On top of PII data (first name, last name, phone number, full address..) client must be sending a CRM ID such as the CI ID or the MID/EID. We believe that the only role of LR is to find someone online (his/her device id) based on his offline profile info. LR generates its own ID aka the IdentityLink. That mapping table is available in AAM in the profile merge rules.

3) Do you have a sign in/form submission functionality on your web properties to collect unique customer IDs from users

Yes we do. It is not implemented today and we’re less and less sure that we would have to do that because the only ID available (the E-comm ID) is not unique (1 customer can have several) and client said that users are not really logging in anyway.

Regards,

Ambika