LiveRamp announced that its RampID identifier will now be available across Unity’s Exchange platform, allowing brands, agencies and platforms to apply identity‑based buying strategies within Unity’s mobile‑gaming ecosystem. The move gives marketers a privacy‑compliant, consistent way to target users in games as part of broader omnichannel campaigns, extending first‑party data into mobile gaming at scale.
Unity’s gaming inventory reaches 2.9 billion monthly active devices worldwide and 256 million in the United States, making the partnership a significant channel for advertisers seeking to reach high‑engagement audiences. The expansion is part of Unity’s broader strategy to shift from low‑margin ad networks to higher‑margin, AI‑powered solutions. Unity’s Q4 2025 earnings showed Grow Solutions revenue of $338 million, up 11% year‑over‑year, driven largely by the Vector platform, which now accounts for 56% of Grow Solutions revenue.
The partnership is expected to accelerate Vector adoption by providing a ready‑made identity layer that can be leveraged across Unity’s inventory. Unity’s management highlighted that “Identity strategies only create value when they can be applied in the environments where people actually spend time on mobile. Making RampID available across Unity Exchange gives brands, agencies, and platforms a seamless way to extend addressable planning into mobile gaming as part of how they already approach identity across digital media.”
Financially, Unity’s Q4 2025 results beat expectations, with revenue of $503 million and an adjusted EPS of $0.24, reflecting strong demand for Vector and disciplined cost management. The partnership is seen as a key driver of future revenue growth, reinforcing Unity’s focus on high‑margin, data‑driven advertising.
Investors reacted positively to the announcement, with the market viewing the partnership as a catalyst for higher‑margin revenue and a reinforcement of Unity’s strategic pivot toward AI‑powered advertising. The announcement also aligns with industry trends toward privacy‑compliant identity solutions in the post‑cookie era, positioning both companies to capture growing demand for durable, interoperable identifiers.
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