LiveRamp MAP clean room

LiveRamp (formerly Habu) provides a secure data collaboration solution that enables advertisers to work with data wherever it resides. This solution supports a range of use cases across planning, targeting, and measurement.

This capability is built on the Azure Confidential Computing (ACC) platform. It allows Microsoft Advertising customers to:

• Run custom queries to analyze measurement scenarios
• Generate actionable insights
• Build custom audiences for campaign activation

All data processing occurs within hardware-based trusted execution environments (TEEs). This ensures that data remains private and secure.

Advertiser signals uploaded to the clean room:

• Remain within the advertiser’s dedicated LiveRamp instance
• Are not accessible to or exportable by Microsoft

Analysis runs within the TEE across selected dimensions, such as campaigns or time ranges. Results are aggregated and anonymized to help meet strict privacy requirements.

Data sources

Microsoft Advertising campaign event data is encrypted and stored on Microsoft-managed Azure infrastructure. This data can originate from Microsoft Advertising Platform (MAP) or Microsoft Monetize campaigns.

You can reference this data through the following tables:

• Microsoft Advertising Platform (MAP) traffic
• Microsoft Monetize traffic
• Conversion data tables
• Audience segment membership

All tables use a flat schema. Each column includes:

• Name
• Data type
• Description

Data collaboration occurs within the clean room’s privacy-preserving boundaries and follows Microsoft Advertising input and output k-min constraints.

Encrypted event data is automatically made available in the LiveRamp clean room on a daily basis. Advertisers or their partners can also upload data and join it using SQL queries (referred to as questions).

Currently, only exact joins on hashed email (HEM) are supported. Additional identifiers may be supported in the future.

Microsoft Advertising Platform (MAP) traffic tables

These tables include traffic events (impressions and clicks) from MAP campaigns added to the clean room instance.

Supported campaign types include:

• Search
• Audience
• Shopping
• Hotel
• Performance Max

map_ad_events table

Microsoft Monetize traffic tables

These tables include impression and clicks data for onboarded XBox direct-sold line items.

monetize_ad_events table

MAP conversion data tables

These tables include both:

• Ad-exposed (attributed) conversions
• Non-ad-exposed (unattributed) conversions

Data sources include:

• Universal Event Tracking (UET)
• UET server-to-server (S2S) events
• Offline conversions
• UET SDK events
• Conversion API events

A conversion is considered ad-attributed if a user received a traffic event within the campaign’s lookback window (default: 30 days) before the conversion.

map_attributed_conversion_events table

map_raw_conversion_events table

map_goal_achieved_conversion_events table

Monetize conversion data tables

This table contains Xbox Store purchase events associated with Monetize line items.

Both ad-exposed and non-ad-exposed conversions are included.

A conversion is considered ad-attributed if a user received a traffic event within the configured lookback window (1–14 days) before the conversion.

xbox_conversions table

Audience segment membership

This table contains the latest user-to-segment associations for active users. An active user is defined as a user who has been served an impression. For more information, see available in-market audiences.

map_ima_segment_exposures table

Advertiser data upload

Advertisers can upload first-party data to the LiveRamp clean room in two ways:

1. Connect data from supported public cloud sources without moving the data
2. Upload user files directly

Uploaded datasets can include a variety of data types, such as:

• Offline transaction data (for example, store visits or in-app purchases not tracked by UET or CAPI)
• CRM audience segments or customer data
• Customer profiles (for example, loyalty program members)
• Web or app analytics events

Datasets that include supported identifiers (such as hashed email) can be joined with Microsoft data to support custom attribution for impressions and clicks.

Any files that contain personally identifiable information (PII), such as email addresses, must be standardized and hashed before upload. SHA-256 is the supported hashing method.

Format and hash data

To protect user privacy, format and hash personal data before uploading.

Format data

Follow these guidelines:

• Format phone numbers using the E.164 standard

For email addresses:

• Remove leading and trailing whitespace
• Convert all characters to lowercase
• Remove text between “+” and “@”
  • Example: name+alias@outlook.com → name@outlook.com
• Remove periods before “@”
  • Example: e.xample@outlook.com → example@outlook.com
• Ensure the address contains “@”
• Remove all spaces
• Ensure a domain suffix is present (for example, .com)
• Remove accented characters (for example, à)

Hash data

• Use the SHA-256 hashing algorithm
• Don't apply salting

Query (question) approval process

Queries that include another party’s data must go through an approval process before execution.

This process helps protect PII and ensures compliance with privacy safeguards.

Validation steps

1. Syntax validation
   Confirms that SQL queries meet dataset constraints defined by the data owner

2. Privacy and quality checks
   Ensures all queries comply with clean room privacy controls, including input and output k-min thresholds

3. Query approval
   Requires manual approval from both Microsoft and the advertiser before execution