LiveRamp Extends Partnership with Unity

Why It Matters

The integration unlocks a massive, high‑engagement audience for programmatic marketers, turning mobile gaming into a viable channel for identity‑driven advertising and expanding revenue opportunities for both firms.

Key Takeaways

• RampID now available on Unity Exchange.
• Unity hosts 2.9 B monthly active devices worldwide.
• 256 M US devices accessible via Unity platform.
• Marketers can apply identity-based buying in mobile games.
• Partnership enhances omnichannel activation across gaming ecosystem.

Pulse Analysis

The mobile gaming market has surged past traditional app categories, now accounting for more than $150 billion in global ad spend and capturing a disproportionate share of daily screen time. Brands are increasingly looking beyond social feeds and video platforms to reach consumers where they spend hours competing in multiplayer titles. However, the fragmented nature of gaming environments has made it difficult to apply the same identity‑based targeting used in display or video. As privacy regulations tighten, marketers need deterministic identifiers that work across devices without relying on cookies.

LiveRamp’s RampID provides that deterministic link, and its recent rollout on Unity Exchange bridges the gap between data collaboration and the gaming world. Unity’s network, with 2.9 billion monthly active devices worldwide and 256 million in the United States, becomes instantly addressable for advertisers who can now inject first‑party data into programmatic buying flows. The integration supports omnichannel activation, allowing campaigns to move fluidly from web or TV to in‑game placements while preserving user privacy through hashed identifiers. Early adopters can expect higher match rates and more precise frequency capping within games.

The partnership signals a broader industry shift toward treating mobile gaming as a core media channel rather than a niche add‑on. Competitors such as Google and Meta are also building identity solutions for immersive environments, but LiveRamp’s focus on data clean‑rooms and consent‑driven onboarding gives it a differentiated edge. As brands allocate larger portions of their media budgets to interactive experiences, the ability to measure ROI and maintain brand safety will become decisive factors. Expect further collaborations that embed identity layers into emerging formats like AR, VR, and the metaverse.