LiveRamp Unlocks Identity-Driven Marketing with Unity to Power Better Returns in Gaming
LiveRamp Unlocks Identity-Driven Marketing with Unity to Power Better Returns in Gaming
Rhea-AI Impact
(Moderate)
Rhea-AI Sentiment
(Very Positive)
Tags
Key Terms
game enginetechnical
A game engine is the underlying software toolkit that creators use to build, run and display video games, handling graphics, sound, physics and basic game logic so developers can focus on design instead of reinventing core systems. For investors, a strong engine is like a car engine for many models: it can lower production costs, speed time to market, enable sales across platforms, create steady licensing or subscription revenue, and form a competitive advantage in the gaming ecosystem.
mobile identifierstechnical
Mobile identifiers are unique codes tied to a smartphone or its apps that let companies recognize and track that device over time, similar to a license plate for a phone. Investors care because these IDs enable targeted advertising, measurement of user behavior, and fraud detection—activities that drive digital ad revenue and product analytics—while also exposing businesses to privacy rules, platform policy changes, and potential revenue swings.
first-party datatechnical
First-party data is information a company collects directly from its own customers and users through interactions like purchases, website visits, app usage, subscriptions, or surveys. For investors it matters because this data is exclusive, typically more accurate and cost-effective than third-party sources, and helps the company target customers, predict sales, improve products, and comply with privacy rules — like a store’s loyalty list versus a bought mailing list.
omnichannel marketingtechnical
Omnichannel marketing is a coordinated approach that lets a company reach customers through many connected touchpoints—such as websites, mobile apps, email, social media, phone, and physical stores—so the experience feels consistent and seamless no matter how someone interacts. Investors care because it can boost sales, customer loyalty, and marketing efficiency by turning scattered interactions into a unified customer journey, much like a retail chain that gives the same helpful service whether you shop online or in person.
addressabilitytechnical
Addressability describes how many potential customers, users or patients a company can realistically reach with its product or service — essentially the size of the opportunity it can address. For investors, higher addressability suggests greater revenue potential and room to grow, while limited addressability can cap future sales; think of it like the number of houses within delivery range for a new bakery versus just a single neighborhood.
SAN FRANCISCO--(BUSINESS WIRE)--
LiveRamp (NYSE: RAMP), the leader in data collaboration, today announced an expanded partnership with Unity (NYSE: U), the world’s leading game engine, to improve marketers’ effectiveness reaching mobile users, as well as powering better marketing returns. The partnership will make LiveRamp’s durable, interoperable identifier – RampID – available across Unity Exchange, enabling marketers, agencies, and platforms to apply identity-based buying strategies within Unity’s mobile ecosystem, which includes 2.9B monthly active devices in mobile environments globally, and 256M in the U.S.
Historically, brands, agencies, and platforms had to rely on mobile identifiers and other alternatives to market within mobile environments. Now, LiveRamp and Unity are leveraging RampID so that marketers can tap identity within gaming and mobile, with the same consistency as other parts of the consumer journey, unlocking omnichannel marketing that reaches consumers in games as seamlessly as anywhere else they spend time.
By enabling RampID across the Unity Exchange, Unity is increasing the addressability of gaming inventory and helping advertisers extend their identity-driven strategies into mobile apps at scale. Marketers can then tap their deep first-party data to reach the right consumers at the right time.
“Marketers want to be able to activate across every channel and reach their target customers quickly and seamlessly, and the partnership between LiveRamp and Unity extends this even further into gaming, at scale,” said Matthew Hogg, SVP, Connectivity & Ecosystem at LiveRamp. “Unity is tapping RampID to unlock a critical capability for marketers to extend identity and seamlessly drive omnichannel activation, now including gaming.”
“Identity strategies only create value when they can be applied in the environments where people actually spend time on mobile,” said Chris Feo, SVP, Programmatic at Unity. “Making RampID available across Unity Exchange gives brands, agencies, and platforms a seamless way to extend addressable planning into mobile gaming as part of how they already approach identity across digital media.”
To learn more about RampID on Unity Exchange, contact ATS@liveramp.com.
About LiveRamp
LiveRamp is shaping the future of responsible data collaboration between the world’s leading brands, retailers, financial services providers, and healthcare innovators. As consumers embrace new AI-driven experiences, the LiveRamp data collaboration network exponentially expands the breadth and accuracy of the data on which marketing AI capabilities operate, powering deeper customer insight and measurable performance on a global scale.
