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Opt-Out Requirements and Methodologies

As an enterprise that is firmly committed to upholding its users' data privacy and empowering them with greater control over their browsing data, LiveRamp requires that all of its partners must establish and implement an opt-out methodology that meets local laws and regulations. This compliance is integral to our values as it allows users to decide if and how their personal data can be used for targeted advertising purposes.


If you are running ATS in the EU/UK or Brazil, see our recommendations for UK/EU or Brazil.

Proposed Opt-Out Methodologies

Publishers can implement one of the following opt-out methods:

Publisher Specific Opt-Outs (Beta)

Publisher Specific Opt-Outs is a framework built by LiveRamp that allows a user to opt-out from LiveRamp processing on a by-publisher basis. Implementing this functionality and setting the opt-out link in the privacy policy will satisfy the requirement for opt-outs.

Digital Advertising Alliance (DAA) Opt-Out

The DAA provide one of the most commonly recognized tools for opt-outs. For North American clients, a DAA opt-out is sufficient to satisfy the opt-out requirements for LiveRamp. Please note that consumers need to use the “token-based opt-out” for it to interact properly with ATS, which is available here.

Publisher 1p Opt-Out

With the publisher’s first-party opt-out, the onus is on the publisher to efficiently manage their own opt-outs. When a user elects to opt-out, the system should be designed to delete the RampID Envelope and flag that user as opted out, so as to not re-create the envelope for that user unless they opt-in in the future. Similarly, a CMP can be configured to prevent ATS.js (ATS for Web) from firing. Should a user decline consent, or retract consent, ATS.js will recognize this and remove any RampID Envelope present on the page.