LiveRamp and Unity are deepening their partnership in a bid to bring brands and marketers closer to mobile gamers.
Today, April 2, LiveRamp enabled the use of RampID, LiveRamp’s interoperable identifier — a portable user ID that works across different platforms and environments instead of being locked into one ecosystem — across Unity Exchange, Unity’s programmatic advertising marketplace. In other words, advertisers interested in showing up inside Unity games can now recognize and target the same users they are already targeting inside other forms of advertising inventory that have enabled LiveRamp’s identifier product, allowing them to fine-tune the audience of their in-game ads.
“Gaming sits at the center of consumer behavior, rivaling the same level of attention as found in social video or CTV. With a diverse audience playing on a daily basis, brands and agencies should be able to activate audiences at scale, alongside cross-channel measurement,” said Unity senior vice president of sales and partnerships Chris Feo in a written interview with GamesBeat. “We believe our partnership with Liveramp helps strategically set this in motion and creates an opportunity for brands to further invest in mobile gaming at scale.”
Feo described Unity’s partnership with LiveRamp as a continuation of Unity’s ongoing investment to invite more advertisers to the platform while protecting the privacy of its consumers, which Unity kicked off by launching its Audience Hub, a data clean room product, in June 2025. Prior to today’s announcement, Unity was already leveraging LiveRamp’s Data Marketplace, per LiveRamp senior vice president of connectivity and ecosystem Matthew Hogg.
“Gaming is just as critical of a surface for marketers as every other channel in marketers’ omnichannel strategies,” Hogg said in a written interview with GamesBeat. “Just as marketers want to be able to easily reach consumers on AI platforms and CTV as seamlessly as they do the open web, gaming is a channel where consumers are very leaned-in and spend large amounts of time.”
RampID differs from other identifier products because it unlocks “people-based marketing,” per Hogg, who said that RampID can help marketers personalize every interaction with consumers across channels and touchpoints to deepen their relationship with the advertiser.
“Mobile identifiers lack a basis in deterministic identity, and marketers are not as able to easily or effectively target the same consumers in other channels,” he said.
The partnership between LiveRamp and Unity is the latest example of game makers’ ongoing efforts to help advertisers feel more comfortable showing up inside and alongside games by improving their measurement, attribution and targeting capabilities. Developers working across the Unity and ironSource exchanges will not have to do any additional work to benefit from the partnership, according to Feo, who said that RampID-based targeting will be applied at the exchange level.
“We believe that investments like this partnership as well as broader investments in our programmatic arm will help us bridge the gap between the massive consumer attention in mobile gaming and the brand advertising budgets,” Feo said. “We aim to help these advertisers reach consumers with experiences that drive performance, ultimately, enhancing the player experience and driving a diverse set of advertisers into mobile gaming.”