Your Personal Information, Your Rights

LiveRamp is a marketing technology company that enables targeted advertising. Our technology platform helps companies connect their data in order to deliver more personalized experiences to their customers online.

Here’s how LiveRamp enables targeted advertising:

Scenario:
Let’s say Big Woods, an outdoor gear company, wants to show ads to current and previous customers. Jane bought a sleeping bag from Big Woods last year. At the time of purchase she provided her email address, among other details. Now, Big Woods would like to show online ads to Jane about tents to pair with her sleeping bag. To do this, Big Woods sends LiveRamp a list of emails of sleeping bag purchasers, including Jane’s: janedoe@janedoe.doe.

Protecting Jane's data:
To protect Jane’s privacy, LiveRamp works with its partners to ensure that Jane’s personal information, in this case, her email, is not shared in its human-readable form. When we receive Jane’s personal information, if it isn’t already, we transform and mask it via a process called hashing and salting, techniques commonly used by companies to protect data.

Hashing works by taking plain text, e.g., janedoe@janedoe.doe and, using a formula called a hash function, transforming it into a string of numbers and letters, e.g., 26A2061D2EE725ADE13FC3C818946D7AD84870DAC752B4C147684784706EEBDB

Salting works by adding additional characters onto the end of whatever you’re about to hash, e.g., janedoe@janedoe.doeSALT. This changes the resulting hash and acts as another layer of protection for hashed data.

How LiveRamp recognizes Jane:
When Jane provides her email to a website with which LiveRamp partners, that partner places a cookie – a small piece of code used by sites for many purposes such as data collection or analysis – when Jane signs up or logs in, hashes Jane’s email, and sends it to LiveRamp. This allows LiveRamp to create a list of known consumers based on hashed and salted emails from its partners.

When Jane visits the site in the future, LiveRamp uses the cookie, which contains Jane’s hashed and salted protected information, to recognize her instead of directly using janedoe@janedoe.doe.

How LiveRamp connects Big Woods to Jane:
When Big Woods sends its own list of hashed emails of sleeping bag purchasers to LiveRamp, LiveRamp will attempt to match their hashed and salted emails to the list created through our partners. If we are able to do so, the cookie that our partner placed can now act as a connection point to enable targeted advertising.

In short, techniques like hashing and salting to transform and mask human-readable personal information, LiveRamp enables marketers to deliver personalized experiences while protecting consumer privacy.

To learn more about Data Protection and the World of Digital Advertising please click here.

This portal can be used for requests by a legal guardian on behalf of a minor. We will ask for an indication of the type of request further down on this page.

Please Note:

Minors Under Age 16: LiveRamp does not knowingly collect or use the data of minors under the age of 16. We may have some data about minors where we do not have sufficient information to identify their age. If we learn we have collected personal information of someone under 16, we will delete that information from our database.

Joint Household Requests: LiveRamp does not maintain aggregate household data that we can link back to a single household. If you would like to make a request for everyone in your household, please submit individual requests for each household member.

The CCPA has allowed a provision for California consumers to use an ‘authorized agent’ to submit/make a request on their behalf. If you are an authorized agent acting on behalf of a CA consumer, you will need to adhere to the following requirements in order to submit requests on behalf of a CA consumer.

Agent Verification/Authorization: Authorized agents will need to submit the following documentation to LiveRamp.

If you are a business, acting as an authorized agent, the following documentation is required:

• Provide a Certificate of Good Standing from the California Secretary of State.
• Written authorization document that includes the consumer's first name, last name, email address, and telephone number, along with which 'rights' the consumer wants the authorized agent to submit on their behalf. This document must be signed and dated by each consumer authorizing you, as the authorized agent, to act on their behalf. This document should also include the name of the authorized agent (business).
• Valid email address for each consumer so LiveRamp can have direct contact with the consumer, for identity verification purposes, to be conducted by LiveRamp directly with the consumer.

If you are an individual, acting as an authorized agent, the following documentation is required:

• A valid ‘power of attorney’ signed and dated by the consumer (preferably notarized, but not required) pursuant to California Probate Code sections 4000 and 4465. Please include the CA consumer’s first name, last name and physical CA address.
• If you do not have a signed ‘power of attorney’ document, then we will require a written authorization document. This document must include the consumer’s first name, last name, email address, and telephone number, signed by the consumer authorizing you, as the authorized agent, to act on their behalf. You must also include which ‘rights’ the consumer has authorized.

For the safety and security of the consumer's information, requests for deletion and access reports submitted by an authorized agent will require that LiveRamp have a direct method of communication with the consumer. The consumer will need to validate their identity.

To understand the process of making an Authorized Agent request, please select the type of request you would like to make by using the drop down menu below.