LiveRamp’s cloud-based software helps businesses combine their data (first-party data) about customer touch points such as on webpages, mobile apps, in stores, and on other devices with data from other sources to get a better view of a current or potential customer’s activity. Such combined data can help businesses and advertisers create better profiles of their customers. The software is also used by publishers to easily combine their data with that of advertisers, helping them to optimize their ad inventory. LiveRamp generates revenue through a one-year subscription model (around 80% of total revenue) for its software. The firm also provides a marketplace for third-party data owners and data buyers, around 20% of total revenue.