LiveRamp PCM

What LiveRamp Privacy Manager is

LiveRamp Privacy Manager (PCM, sometimes called LiveRamp Privacy Console or LiveRamp CMP) is a Consent Management Platform operated by LiveRamp Holdings Inc in San Francisco. It combines a configurable consent banner, an IAB Transparency and Consent Framework v2.2 implementation, IAB Global Privacy Platform and US Privacy String support, a Google Consent Mode v2 integration and a server side consent receipts API. It is positioned for publishers and advertisers that already use the broader LiveRamp identity ecosystem (RampID, Authenticated Traffic Solution, Data Marketplace) and need a CMP tightly integrated with that stack.

What data LiveRamp PCM collects

The Privacy Manager sets a first party consent cookie on the operator domain holding the visitor preferences, an anonymous visitor identifier and a timestamp. On the server side, LiveRamp stores a consent receipt with the truncated IP address, the user agent, the language, the TCF or GPP consent string, the US Privacy String, the list of vendors and purposes accepted or refused, and the source of the choice. The Privacy Manager itself does not build advertising profiles; identity resolution happens in the separate RampID and Authenticated Traffic Solution services.

GDPR and ePrivacy implications

The LiveRamp PCM cookies are strictly necessary because they constitute the storage device required to demonstrate consent under Article 7(1) GDPR and Article 5(3) of the ePrivacy Directive. The Privacy Manager itself does not require a separate consent prompt. However, the operator must ensure that every non essential service that LiveRamp PCM gates (analytics, advertising via IAB TCF vendors, LiveRamp RampID, social embeds) only fires after granular opt in, and that the LiveRamp identity services attached to the same site (Authenticated Traffic Solution) are clearly disclosed and gated on explicit consent.

International transfers and US ecosystem

LiveRamp Holdings Inc is a US company and operates the Privacy Manager from US cloud infrastructure. Truncated IPs, consent strings and consent receipts are processed in the US. Transfers rely on the EU US Data Privacy Framework (LiveRamp is self certified) and Standard Contractual Clauses, with a documented transfer impact assessment. Operators should pay particular attention to the broader LiveRamp ecosystem (RampID, Authenticated Traffic Solution, Data Marketplace) which performs identity resolution and cross publisher tracking and raises additional Schrems II concerns.

Practical compliance steps

Sign a Data Processing Agreement with LiveRamp Holdings Inc covering the Privacy Manager and any other LiveRamp service used. Configure the banner so that no non essential tag fires before consent and tie it to your tag manager through the Google Consent Mode v2 integration. Curate the IAB TCF v2.2 vendor list and disable LiveRamp identity services until explicit consent is obtained. Document the configuration in the privacy policy with the link to LiveRamp privacy terms and run a DPIA if you operate the broader LiveRamp identity stack. EU operators in regulated sectors may prefer an EU based CMP (Didomi, Axeptio, consentmanager, Sourcepoint EU).