---
title: "New MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement"
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/293217056.md"
description: "LiveRamp (NYSE: RAMP) and the Marketing + Media Alliance (MMA) released a joint study about the effects of incomplete and inconsistently linked marketing measurement. Their report, \"The Missing Piece: Improving Confidence in Marketing Measurement,\" revealed that minor gaps in data accuracy or imprecise identity matching could result in marketers making flawed budget choices. The research highlights the potential risks associated with inadequate data integrity, urging for more stringent measurement practices to prevent misguided decision-making."
datetime: "2026-07-20T12:35:08.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/293217056.md)
  - [en](https://longbridge.com/en/news/293217056.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/293217056.md)
generator: "portal-rs"
---

# New MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement

LiveRamp (NYSE: RAMP) and the Marketing + Media Alliance (MMA) released a joint study about the effects of incomplete and inconsistently linked marketing measurement. Their report, "The Missing Piece: Improving Confidence in Marketing Measurement," revealed that minor gaps in data accuracy or imprecise identity matching could result in marketers making flawed budget choices. The research highlights the potential risks associated with inadequate data integrity, urging for more stringent measurement practices to prevent misguided decision-making.

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> **Disclaimer: This article is for reference only and does not constitute any investment advice.**