LiveRamp Unlocks Identity-Driven Marketing with Unity to Power Better Returns in Gaming

LiveRamp (NYSE: RAMP) has announced an expanded partnership with Unity (NYSE: U), the premier game engine, aimed at enhancing identity-driven marketing in the gaming sector. This collaboration will integrate LiveRamp's RampID—an interoperable identifier—into Unity Exchange, allowing marketers, agencies, and platforms to implement effective identity-based strategies within Unity’s extensive mobile ecosystem that boasts 2.9 billion monthly active devices globally and 256 million in the U.S.

Traditionally, marketers have had to rely on varied mobile identifiers and other alternatives to engage users in mobile environments. However, this partnership with Unity enables the application of RampID in gaming, allowing brands to conduct omnichannel marketing that provides a seamless consumer experience across various touchpoints, including games. By leveraging RampID through Unity Exchange, advertisers can significantly increase the addressability of gaming inventory and efficiently execute their identity-driven strategies across mobile applications.

Matthew Hogg, SVP of Connectivity & Ecosystem at LiveRamp, emphasized the importance of reaching target customers efficiently across channels, including gaming, stating that the partnership enhances scaling opportunities for marketers. Chris Feo, SVP of Programmatic at Unity, concurred, underscoring that deploying identity strategies effectively within mobile environments is crucial for delivering value to brands and agencies.

This development positions LiveRamp and Unity as frontrunners in utilizing data collaboration to drive marketing performance, particularly within the rapidly expanding gaming industry. By tapping into their existing first-party data, marketers can engage the right consumers at the right moment, ultimately realizing improved returns on their marketing investments. For more details regarding RampID on Unity Exchange, inquiries can be directed to LiveRamp's contact email.

LiveRamp’s recent partnership with Unity represents a transformative shift in identity-driven marketing within the gaming sector, cultivating a fertile environment for advertisers to leverage enhanced targeting capabilities. This collaboration allows marketers to utilize LiveRamp’s RampID—a durable identifier that facilitates seamless identity-based strategies—across the expansive Unity Exchange, which caters to a staggering 2.9 billion monthly active devices.

The significance of this partnership lies in its potential to revolutionize marketing approaches by integrating identity strategies directly with gaming environments. Historically, advertisers relied heavily on mobile identifiers, often leading to fragmented marketing efforts across different channels. By enabling RampID in Unity’s platform, clients now benefit from a unified, comprehensive marketing approach that extends from traditional digital channels into the gaming world, thereby unlocking omnichannel marketing potential.

From an investment perspective, LiveRamp (NYSE: RAMP) stands to benefit significantly from this collaboration. As brands increasingly seek efficient ways to engage consumers in dynamic environments like gaming, the demand for scalable, identity-driven solutions is likely to surge. The improved addressability of inventory within Unity’s robust gaming ecosystem can lead to higher marketing returns for advertisers, potentially energizing spending on LiveRamp services and bolstering revenue.

Moreover, as gaming continues to grow in popularity—especially in mobile formats—marketers’ capability to harness deep first-party data for targeted advertising will further solidify LiveRamp's market position. Investors should closely monitor how successfully LiveRamp and Unity execute this strategy and track their ability to attract new clients seeking enhanced marketing effectiveness.

In summary, this partnership not only enhances the marketing landscape but also highlights the increasing importance of integrated identity strategies in driving consumer engagement within the gaming sector, making LiveRamp a compelling consideration for those looking to invest in the evolving marketing tech space.