What is the pxrc cookie?
pxrc is an HTTP cookie placed by LiveRamp, a US-based provider specializing in digital identity resolution and data connectivity between advertising platforms. The cookie is served from the .rlcdn.com domain, the infrastructure LiveRamp uses for pixel operations and identifier syncing.
It typically appears on a site when a page loads a tag, pixel, or script from an advertising or data partner that relies on LiveRamp services to link visitors to cross-platform identity profiles — for example in programmatic advertising, measurement, or audience segmentation contexts.
What data it stores
pxrc generally stores a unique identifier tied to the visitor's browser or device, used to recognize the same user across subsequent requests to LiveRamp's infrastructure. The exact value format is not publicly documented and may vary.
Data is sent to LiveRamp's servers (the .rlcdn.com domain) and may be combined with other identifiers set by advertising partners to build or update a cross-site identity profile used within the adtech ecosystem.
What it is used for
The main purpose is identifier synchronization (cookie/ID matching) between LiveRamp and its partners across the digital advertising chain — agencies, DSP/SSP platforms, and data brokers. This allows the same visitor to be linked across multiple platforms, so behavioral or audience data can be used for ad targeting, campaign measurement, or segmentation.
For the site hosting the pixel, the benefit is usually indirect: participation in targeted advertising ecosystems or data partnerships, often through an adtech partner, DSP, or analytics provider that integrates LiveRamp.
Does it require consent?
pxrc is classified as a marketing/advertising cookie. It is not technically necessary for the site to function, which means that under the ePrivacy Directive (as transposed locally, e.g. Romania's Law 506/2004) and GDPR, prior, explicit consent from the visitor is required before this cookie is set or the script generating it runs.
- The site owner must disclose the pxrc cookie (and LiveRamp as the provider) in the cookie policy.
- The script or pixel that sets pxrc must be blocked until consent for the marketing category is obtained.
- Withdrawing consent must be as easy as giving it.
How to block or delete pxrc
A visitor can manually delete or block pxrc through browser cookie settings (per-site cookie management) or by using anti-tracking browser extensions. Blocking third-party cookies from .rlcdn.com at the browser level also prevents it from being set.
At the site level, the owner must ensure the script or tag that triggers pxrc does not load before consent is given. A CMP such as CookieFix can automatically block such marketing scripts until the visitor gives explicit consent, reducing the risk of non-compliance.
Frequently asked questions
It is a marketing HTTP cookie set by LiveRamp from the .rlcdn.com domain, used to sync identifiers across advertising platforms.
Yes, as a marketing/tracking cookie, it requires the visitor's prior consent under GDPR and applicable ePrivacy laws.
Its typical duration is around 2 months, after which it expires automatically, though it may be renewed on later visits.
LiveRamp is a digital identity resolution provider that helps agencies and advertising platforms connect visitor data across different systems.