Sending Consent Strings for LiveRamp Tags
In various countries around the world, privacy regulations require consent signals to be sent along with your pixel request. If you utilize one or more LiveRamp tags, we accept consent strings both as request-based signals and as browser HTTP request header signals (such as GPC and DNT).
See the sections below on how to send consent signals via a consent string at the end of a pixel request, depending on where the browser traffic occurs.
Note
Requests in the EU or United Kingdom (UK) must include a TCF V2 consent string when LiveRamp is acting as a data controller or joint data controller. This means that without a valid and consented TCF V2 consent string, your pixel products will not work properly.
For browser-based header opt-outs, LiveRamp supports both the Global Privacy Control (GPC) and Do Not Track (DNT) as methods of opting users out of LiveRamp’s pixel-based workflows. If either of these HTTP request headers is read on an incoming pixel request to any of LiveRamp’s pixel servers, the request will be terminated.
Sending Consent Strings for US Traffic
For browser traffic in the US, LiveRamp currently supports the Global Privacy Platform (GPP) and the US Privacy consent string.
Utilize GPP Consent Strings
LiveRamp supports the IAB tech specs for sending GPP US-National and state-level consent strings. The query parameters used for signaling one of the consent strings differs based on the type of consent string sent. See the information below for details on how these consent strings should be added to the end of a pixel request.
Note
You must send any GPP consent string through the approved methods below. If you do not, this will cause the pixel to error and data will not be processed.
The
gpp_sidvalue will differ for each state-level and US-National consent string.
To utilize the IAB specs for a GPP Consent String, add the following string to the end of the pixel request:
&gpp=<GPP_Consent_String_Value>&gpp_sid=<String_Type>
gpp: This specifies the GPP consent string value.gpp_sid: This specifies the GPP consent string type:For US-National GPP requests, this should be set to "7".
For California GPP requests, this should be set to "8".
For Colorado GPP requests, this should be set to "10".
For Connecticut GPP requests, this should be set to "12".
For Utah GPP requests, this should be set to "11".
For Virginia GPP requests, this should be set to "9".
US-National Example:https://idsync.rlcdn.com/9999.gif?partner_uid=1234567890&gpp=<GPP_Consent_String_Value>&ggp_sid=7
California Example:https://idsync.rlcdn.com/9999.gif?partner_uid=1234567890&gpp=<GPP_Consent_String_Value>&ggp_sid=8
Colorado Example:https://idsync.rlcdn.com/9999.gif?partner_uid=1234567890&gpp=<GPP_Consent_String_Value>&ggp_sid=10
Connecticut Example:https://idsync.rlcdn.com/9999.gif?partner_uid=1234567890&gpp=<GPP_Consent_String_Value>&ggp_sid=12
Utah Example:https://idsync.rlcdn.com/9999.gif?partner_uid=1234567890&gpp=<GPP_Consent_String_Value>&ggp_sid=11
Virginia Example:https://idsync.rlcdn.com/9999.gif?partner_uid=1234567890&gpp=<GPP_Consent_String_Value>&ggp_sid=9
Utilize US Privacy Consent Strings
LiveRamp supports the IAB specs for sending US Privacy consent query parameters as well as LiveRamp’s own custom consent query parameters for the purposes of passing consent strings to LiveRamp. Add one of the following strings to the end of each pixel request, depending on your situation:
To utilize the IAB specs: Add the following string to the end of the pixel request:
&us_privacy=<US_Privacy_Consent_String_Value>To utilize LiveRamp's custom query parameters: Add the following string to the end of the pixel request:
&ct=3&cv=<US_Privacy_Consent_String_Value>
Note
You must send the US Privacy consent string through one of the two methods above, but never both at the same time. This will cause the pixel to error and data will not be processed.
When making a pixel request from a browser in the US, the pixel will follow the consent preferences framework set for the US pixel server. This means that the GDPR consent is not read on requests from the US TCF V2 consent strings should not be sent for US-based pixel requests.
Sending Consent Strings for EU or UK Traffic
For browser traffic in the EU or UK, LiveRamp currently supports the TCF V2 consent string. Requests in the EU or UK must include a TCF V2 consent string when LiveRamp is acting as a data controller or joint data controller. This means that in these workflows, without a valid and consented TCF V2 consent string, your pixel products will not work properly.
For the EU and UK, LiveRamp supports the addition of the TCF V2 query parameters to the end of requests made to LiveRamp’s pixel server through either of the following methods:
To utilize the IAB-specified query parameters: Add the following string to the end of the pixel request:
&gdpr=1&gdpr_consent=<TCF_V2_Consent_String_Value>Example:
https://idsync.rlcdn.com/9999.gif?partner_uid=1234567890&gdpr=1&gdpr_consent=<TCFV2_Consent_String_Value>To utilize LiveRamp's custom query parameters: Add the following string to the end of the pixel request:
&ct=4&cv=<TCF_V2_Consent_String_Value>Example:
https://idsync.rlcdn.com/9999.gif?partner_uid=1234567890&ct=4&cv=<TCFV2_Consent_String_Value>
Note
You must send the TCF V2 consent string through either of the two methods above, but never both at the same time. This will cause the pixel to error and data will not be processed.
Do not put the consent string in any other location other than the end of the pixel request. You must append the consent query parameters to the end of your pixel request in order for LiveRamp to process the consent string correctly. For example, do not structure your request like
https://idsync.rlcdn.com/9999.gif?gdpr=1&gdpr_consent=<TCFV2_Consent_String_Value>&partner_uid=1234567890.
Redirects for TCF V2 Consent Strings
In order for LiveRamp pixel products (such as the Real-Time Identity Service Tag), to redirect back to you, you must send your LiveRamp representative your IAB Vendor ID so they can connect this Vendor ID with your internal pixel configurations. This internal pixel configuration will ensure redirects only happen in the event consent is provided within the consent string.
If you’d like LiveRamp to include the TCF V2 consent string in the redirect back to you, ask your LiveRamp representative to have this added to your redirect.
FAQs
Can I change or truncate consent strings based on our specific needs?
No, based on LiveRamp’s processing logic, if the consent string is changed or truncated the traffic will be dropped as a failure to send consent properly.
Is LiveRamp updating its TCF consent reading mechanism to read TCF v2.2?
Yes, LiveRamp will have the functionality to read TCF v2.2 consent strings on incoming pixel requests before the end of September 2023.
Can I place the consent type and consent value (string) somewhere else in the pixel request?
No, always place the consent type and value at the end of the pixel request.
How can I make sure my TCF V2.0 consent string integration with LiveRamp is working properly?
By making sure you are testing within the EU. Testing TCF V2 behavior outside of the EU will not provide the results you are looking for.
You must also confirm that the consent string itself is consented for processing for all Purposes and Legitimate Interests as well as consenting LiveRamp and yourself for processing.
In the EU, when a request without a TCF V2 consent string is sent, you will receive back a 4xx status code. If your request is processed properly you will receive a 200 or 307 status code (depending on the pixel product).
Can I make a request to LiveRamp with any empty consent string query parameter?
No. This will cause the request to respond with a 4xx status code and LiveRamp will not process the pixel request. This is due to your signaling that you have a consent string, by including the consent query parameters, but not filling out the consent string value. In other words, only use the consent string query parameters when you have a consent string to send to LiveRamp or your pixel request will fail.
Can I make a request with LiveRamp consent query parameters and the IAB’s consent query parameters simultaneously?
No. You must send one or the other as detailed above. When sending both query parameters, LiveRamp’s pixel server will automatically fail the request as we’ll be unable to parse the consent string properly.
Where can I find my IAB Vendor ID?
For the IAB Vendor list, click here.