Programmatic

LiveRamp Will Offer Its Identity Graph for Free to DSPs

One of the largest data onboarders in the industry is making a move to boost match rates

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One of the industry’s largest providers of data onboarding LiveRamp is poised to announce that it will offer demand-side platforms free access to its identity graph in a move to capitalize on marketers’ desire to target audiences across devices.

Currently, LiveRamp licenses its identity graph as a paid-for offering with the publicly-listed entity expected to continue charging for its core service of data onboarding after the implementation of the latest update.

It is understood LiveRamp will officially announce the update at its annual RampUp