You should use the Match endpoint when:

• You want to match a file where the data have not been normalized.
• You want to use fuzzy matching.
• You have files with multiple PII columns.

When you send plaintext data to the Match endpoint, our algorithms perform data normalization and then use fuzzy matching when comparing the data to the LiveRamp Identity Graph. All PII fields in a particular record (such as name, address, zip code, phone number, or email address) are checked against the graph until a maintained RampID is found. If no maintained RampID is found, a derived RampID is returned. By default, the API returns a single RampID per PII record.

All calls to the Match endpoint must be structured as batch request calls. You can pass in up to 1000 URL strings in a single batch call.

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See RampIDs for more information on maintained and derived RampIDs.

See Requesting Multiple RampID Matching for more information on matching a single PII record to multiple RampIDs.

Match Cascade

When you send plaintext PII to the Match endpoint, LiveRamp first uses data normalization to structure data variations (for example, in street types, such as "Boulevard" vs. "Blvd" vs. "Boulv") and then converts each component into a hash. We then use fuzzy matching to compare different combinations of the hashes to the data in the LiveRamp identity graph. The sequence in which the different combinations are tried is called a "match cascade.”

The match cascade determines not only the order or priority of the types of matches that are attempted, but also which steps are performed. For example, the obfuscated name, street address, and zip code are compared. If there isn't a match, the obfuscated name and email address are compared before moving on to the next steps in the match cascade. If a maintained RampID is not found after all the match cascade steps are performed, a derived RampID is returned.

When a match is found, LiveRamp returns a response that includes insights and metadata about how the match was obtained (that is, about which steps in the match cascade provided a RampID), as well as the RampID itself.

For more information, see "Match Cascade" in the Identity help.

Match Parameter Rules

The following list describes the general rules for calls to the Match endpoint.

• Each URL string must start with /people/match?.
• Match parameters must be included after the ? character in the URL string and formed as [parameter_name]=[parameter_value].
• Separate multiple parameters using &.
• All calls must contain one or more match parameters in each URL string.
• Do not include the parsed name (for example, firstName, middleName, and lastName) AND the unparsed name ( name) in the same request.
• Do not include the parsed street address (for example, primaryNumber, street) AND the unparsed street address (streetAddress) in the same request.

Match Parameter Validation

Match Parameter Combinations

Below are the most common input parameter combinations. Brackets ([ ]) around a parameter indicates the parameter is optional.