What is the rlas3 cookie?
rlas3 is an HTTP cookie associated with LiveRamp services. LiveRamp specializes in identity resolution — technology that lets advertising providers connect user identifiers gathered from different sources (websites, apps, offline data lists) to build more precise targeting profiles.
The cookie is usually set indirectly, through a tag or a sync pixel included by an advertising partner or a data platform (DMP/DSP) that relies on LiveRamp's infrastructure, rather than directly by the website owner. It commonly appears on sites running programmatic advertising or third-party data-driven marketing tools.
What data it stores
rlas3 generally stores a unique identifier generated by LiveRamp for the visitor's device or browser, used to synchronize this ID with other identifiers within the advertising ecosystem (RampID and equivalents).
The exact value format is not publicly documented in detail and may vary. Data is sent to the .rlcdn.com domain, operated by LiveRamp, and may subsequently be shared with advertising partners connected through their platform.
What it is used for
The main purpose is identity/cookie syncing between various advertising platforms, so that ads shown to a user can be matched consistently across multiple sites and devices.
For LiveRamp and its partners, this cookie supports ad targeting, conversion measurement, and audience building. For the hosting website, it has no direct functional benefit — it serves solely the advertising ecosystem the site participates in through its integrated partners.
Does it require consent?
rlas3 falls under the marketing category in CookieFix's classification, since it is used for tracking and targeted advertising.
- It requires the user's prior consent under the ePrivacy Directive (transposed in Romania via Law 506/2004) and the GDPR, since it involves reading/writing information on the device for tracking purposes and often involves processing personal data.
- Website owners must disclose it in their cookie policy, classify it correctly under the marketing category, and ensure it is not set before explicit consent is obtained.
How to block or delete rlas3
A visitor can delete or block rlas3 through browser settings (per-site cookie management or blocking third-party cookies), as well as through anti-tracking browser extensions.
For website owners, the relevant control happens at the consent layer: a CMP like CookieFix can automatically block scripts and pixels that set rlas3 (including partner tags that integrate LiveRamp) until the visitor explicitly accepts the marketing category, preventing unauthorized placement of the cookie.
Frequently asked questions
It's a marketing HTTP cookie set by LiveRamp, used to synchronize user identifiers across advertising platforms.
It's set on the .rlcdn.com domain, operated by LiveRamp, usually via an advertising partner or a data platform integrated on the site.
Yes, since it's a marketing/tracking cookie, it requires the user's prior consent under ePrivacy and GDPR.
Its typical duration is one year, after which it expires automatically unless renewed.