LiveRamp Expands Unity Partnership to Bring Identity-Based Marketing to Gaming — LiveRamp Holdings, Inc.

Event summary

LiveRamp and Unity have expanded their partnership to integrate LiveRamp’s RampID identifier into Unity Exchange, enabling identity-driven marketing in mobile gaming.
RampID will be available across Unity’s mobile ecosystem, which includes 2.9 billion monthly active devices globally and 256 million in the U.S.
The integration aims to improve marketers’ ability to reach mobile users and drive better marketing returns in gaming.
Marketers can now apply identity-based buying strategies within Unity’s mobile ecosystem, extending omnichannel marketing capabilities.

The big picture

This partnership underscores the growing importance of identity-driven marketing in the gaming sector, as brands seek to leverage first-party data for more targeted and effective advertising. The integration of RampID into Unity Exchange highlights the trend towards omnichannel marketing strategies that extend beyond traditional digital media into gaming environments. The scale of Unity’s mobile ecosystem, with 2.9 billion monthly active devices, provides a significant opportunity for marketers to reach consumers more effectively.

What we're watching

Adoption Pace: How quickly marketers and agencies will integrate RampID into their identity-driven strategies within Unity’s mobile ecosystem.
Market Impact: Whether the integration will significantly improve marketing returns and addressability in the gaming sector.
Competitive Response: How competitors in the data collaboration and gaming advertising spaces will react to this expanded partnership.