Extending programmatic addressability into mobile gaming: Unity Exchange now supports RampID

Identity strategies shape how many teams buy media today, but mobile gaming has not always fit neatly into those workflows. Unity's expanded partnership with LiveRamp, the leader in data collaboration, is designed to change that.

LiveRamp’s durable, interoperable identifier, RampID is now available across Unity Exchange in the U.S. and Canada. This gives you a way to activate identity-based audiences within Unity's mobile gaming ecosystem using the same identity framework you already use across the broader digital landscape.

Closing the gap between identity strategy and mobile gaming

For most teams, the challenge is less about strategy and more about consistency. Identity-driven buying works well across digital channels, but mobile gaming has often required separate approaches or workarounds that add friction and limit scale.

With RampID available across Unity Exchange, Unity is increasing the addressability of gaming and helping advertisers extend their identity-driven strategies into mobile apps at scale.* You can activate RampID-enabled audiences across Unity's 256M monthly active devices in the United States¹, within brand-safe, high-attention gaming inventory, as a seamless part of an omnichannel media strategy.

“Marketers want to be able to activate across every channel and reach their target customers quickly and seamlessly, and the partnership between LiveRamp and Unity extends this even further into gaming at scale,” said Matthew Hogg, SVP, Connectivity & Ecosystem at LiveRamp. “Unity is tapping RampID to unlock a critical capability for marketers to extend identity into a channel where it hasn’t always been available through standard exchange workflows.”

Why mobile gaming, why now

Players are engaged, attentive, and returning frequently. As programmatic budgets continue to shift toward environments where attention is high and inventory is brand-safe, mobile gaming is becoming a core part of media plans, not an afterthought.

Making mobile gaming interoperable with the identity frameworks you already rely on positions it as a first-class addressable channel, rather than a standalone environment outside your existing workflows.

"Identity strategies only create value when they can be applied in the environments where people actually spend time on mobile," said Chris Feo, SVP, Programmatic at Unity. "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."

Getting started

RampID is now available across Unity Exchange for brand advertisers and agencies transacting on Unity's mobile inventory.

Talk to your Unity representative to learn more about activating RampID-enabled audiences within mobile gaming.

Sources:

¹ - Unity internal data, 2026.

*RampID activation requires support from both Unity and the receiving partner.