About LiveRamp Identity Resolution

Learn how LiveRamp Identity Resolution works.

Identity resolution is the process of resolving your data to a specific individual. The process matches personal identifiers (such as a name, address, phone, and email) to digital identifiers (such as an IP address, cookie, or location). The match is made across multiple devices and channels. The Retrieval API uses sophisticated machine-learning algorithms and a patented process to perform identity resolution of your data to the data in the LiveRamp Identity Graph.

The Retrieval API provides two primary endpoints:

  • The Match endpoint, which can be used for plaintext PII. This endpoint takes the individual components of the input data through a match cascade and can return multiple RampIDs per request.
  • The Lookup endpoint, which you can use when you don't want to send plaintext PII. This endpoint performs a direct lookup against a single input string (it does not take the input data through a match cascade) and returns only one RampID per request.

Calls to either endpoint return response documents, with the different categories of information returned contained in response data bundles.