Predactiv Launches Secure PII Onboarding and Identity Integration with LiveRamp

Predactiv has announced a new integration with LiveRamp, a global leader in data collaboration and identity solutions. This integration enables brands and organizations that rely on offline data and personally identifiable information (PII)—such as names, email addresses, phone numbers, and physical addresses—to securely onboard and convert that data into privacy-safe, interoperable identifiers for activation within the Predactiv Data Platform.

This latest update significantly expands the types of data that can be activated within Predactiv’s ecosystem. Businesses that previously faced limitations using PII in data modeling and marketing workflows can now unlock advanced capabilities across the platform, including Predactiv’s newly introduced Lookalike Modeling feature.

By enabling secure identity resolution workflows, Predactiv now empowers organizations to transform first-party PII data into privacy-compliant and monetizable data products.

Expanding Data Activation with Privacy-First Design

Historically, strict privacy regulations and platform limitations have made it difficult to directly onboard PII into advertising and analytics platforms. Predactiv’s integration with LiveRamp addresses this challenge by introducing a secure and privacy-focused workflow.

With this integration, brands and data owners can now:

• Securely send PII data to LiveRamp for identity resolution.
• Convert PII into privacy-compliant identifiers, including:
  • Hashed Email Addresses (HEMs)
  • Mobile Advertising IDs (MAIDs)
  • IP-based identifiers
• Seamlessly onboard those identifiers into the Predactiv Data Platform for data modeling, analytics, enrichment, and audience activation.

This streamlined process maintains user privacy and compliance while dramatically expanding the amount of usable data available for advanced marketing use cases.

Once PII is translated into acceptable identifiers, companies can leverage their first-party customer data to build high-value modeled audiences. These audiences can then be scaled into high-propensity segments for campaign activation or even developed into new privacy-compliant data products.

Unlocking New Revenue Opportunities for Data Owners

The ability to onboard and activate PII also opens new monetization opportunities for organizations holding data-rich customer datasets.

Retailers, research firms, survey-based organizations, and other data providers often possess valuable PII datasets that previously could not be easily activated within the digital advertising ecosystem.

With Predactiv’s new integration:

• Existing PII assets can be converted into valuable audience segments.
• Data owners can create revenue-generating audience products.
• Organizations can participate in the data collaboration and ad tech economy without building their own identity graphs or complex engineering systems.

This approach simplifies the process of turning first-party data into scalable marketing intelligence.

Predactiv’s Vision for Privacy-Safe Data Enablement

“This integration with LiveRamp is a natural extension of our Lookalike Modeling release and our broader platform vision,” said Michael Gorman, Chief Product Officer at Predactiv.

“We’ve always believed the future of data enablement must balance privacy protection with marketing performance. With this integration, we’re enabling a new class of data owners to participate in the ad tech ecosystem while maintaining strong privacy standards.”

Building a Connected Data Platform for Modern Marketing

With the launch of Lookalike Modeling and the addition of secure PII onboarding, the Predactiv Data Platform continues to evolve into a comprehensive infrastructure for data enablement and audience intelligence.

The platform now combines multiple capabilities within a unified ecosystem, including:

• First-party data onboarding
• Identity resolution through LiveRamp
• Lookalike audience modeling
• Data insights and analytics
• Audience activation across marketing channels

By bringing these elements together, Predactiv is positioning itself as a powerful solution for organizations looking to activate privacy-safe data at scale.