Identity

Frequently Asked Questions about People-Based Identity in the Cloud

June 18, 2021  |   LiveRamp

Thanks to those of you who joined us for, Leverage People-Based Identity in the Cloud, our quick 30-minute webinar on our new partnership with the Google Cloud Platform. Here are answers to questions we weren’t able to get to during the live session:

Is it best practice to have identity management decoupled from existing IT domains? For example, analytics, CRM infrastructure, etc.?

The output of identity feeds into analytics and CRM is a data source into identity, so decoupling identity management from existing IT domains creates the need to connect them if they aren’t already. Enterprise-wide data connectivity ensures that your systems have access to the same information—you wouldn’t want your analytics to be based on an incomplete dataset and fed incorrectly into your CRM, for example. For every interaction you create with someone, you generate more data, which ultimately needs to come back through this data lifecycle in order to enhance and augment your relationships and customer knowledge.

How has AbiliTec evolved over the last year?

As was the case at AbiliTec’s inception 20 years ago, and is still true today, our product is built on real-world identifiers like name and postal, telephone, and email address that we bring together in a non-discoverable way—you’re never getting any customer PII back. 

LiveRamp makes continuous improvements to our offline graph through connecting with new data sources as well as constant improvements to our matching algorithms, which improves both our person and household formations. We’ve expanded our API capabilities to enable a single interface for known and pseudonymous identifier retrieval, as well as transcoding (moving between identity spaces). Soon, we’ll release even more API capabilities such as ID retrieval based on device identifiers (TV, MAID).

Do you support probabilistic matching when you don’t have PII attributes?

While deterministic matching is our core competency, we also understand that some customers may have use cases where scale is more important than accuracy, or where additional identity resolution can complement our core deterministic offering. For example, when developing an internal ID space, there may also be value in incorporating probabilistic linking to provide additional recognition coverage (albeit at a lower confidence score) where deterministic linkages are not available.

To support our customers in these use cases, LiveRamp partners with cross-device providers who specialize in this kind of matching, enabling our customers to leverage a best-of-breed solution.

LiveRamp offers full transparency when partnering with a third-party, so customers can feel confident that they have full visibility into all matching practices being leveraged on their behalf. We believe providing this transparency and control is important, now more than ever before, as data governance practices and consumer privacy protection face increased scrutiny.

Do you see operational use cases for this type of data, perhaps leveraging Abilitec ID as an enterprise ID?

Absolutely. We see that a lot, whether that is mapping an enterprise ID to the AbiliTec ID and then deduplicating the enterprise ID, or keeping the AbiliTec ID as the enterprise ID. Both scenarios are common with our customers who continue to mature with us.

Check out the Leverage People-Based Identity in the Cloud replay if you haven’t already, and if you have questions about identity solutions or our partnership with the Google Cloud platform, feel free to email googlecloudpartnership@liveramp.com