What is the _lr_env_src_ats cookie?
_lr_env_src_ats is an HTTP cookie associated with LiveRamp ATS (Authenticated Traffic Solution), an identity solution used by advertising platforms and publishers to recognize visitors without relying solely on traditional third-party cookies.
It is typically set when a site loads a LiveRamp script directly, or indirectly through a partnered advertising platform (for example an SSP/DSP or a CMS integrating ATS). It usually appears on the first page load or when an ad module runs, provided the visitor has already accepted marketing cookies.
What data it stores
The cookie generally stores a technical identifier related to the environment and source from which the LiveRamp identifier used for ad synchronization was generated. The exact value format is not documented in detail publicly and may vary by implementation.
Data is sent to LiveRamp's servers and, often, to advertising partners connected to ATS, in order to link the identifier with other cookies or IDs used in programmatic ad auctions (RTB).
What it is used for
Its main purpose is to support an advertising identity system: LiveRamp uses this cookie to correlate the visitor with a unique identifier (often derived from a hashed email or another signal) that can be recognized by multiple partners across the advertising chain.
For the site using it, the cookie helps improve the efficiency of programmatic ad auctions and campaign measurement/attribution, even as restrictions on traditional third-party cookies keep increasing.
Does it require consent?
Category: marketing / advertising. Under the ePrivacy Directive (transposed in Romania via Law 506/2004) and GDPR, this cookie is not strictly necessary for the site to function, so it requires the visitor's prior, explicit and informed consent before being set.
Site owners must declare it correctly in their cookie policy, classify it under the marketing category in the consent banner, and make sure the LiveRamp/ATS script does not run before the visitor opts in to that category.
How to block or delete _lr_env_src_ats
Visitors can delete or block this cookie manually from browser settings (Chrome, Firefox, Edge, Safari), under the per-site cookie management section, or by using private/incognito browsing. Anti-tracking browser extensions can also block LiveRamp scripts.
- Deleting site cookies from browser settings
- Blocking third-party/tracking cookies in the browser
- Using ad-tracker blocking extensions
At the site level, the most effective compliance approach is having a CMP such as CookieFix automatically block LiveRamp/ATS scripts until the visitor gives explicit consent for the marketing category.
Frequently asked questions
It's a marketing cookie set by LiveRamp ATS, used to identify and synchronize visitors across sites for targeted advertising purposes.
It's not malicious, but it is an advertising tracking cookie that involves processing data which can be used for profiling, which is why it requires consent.
Its typical duration is about one month, after which it expires automatically unless renewed by a new visit or interaction.
Yes, since it's a marketing cookie, it requires the visitor's prior consent under GDPR and Law 506/2004, and the script that sets it must be blocked until that consent is given.