Liveramp ATS (Authenticated Traffic Solution)

One of the leading cookie-alternative identity solutions for publishers and the open programmatic ecosystem, backed by LiveRamp's global data network

LiveRamp's Authenticated Traffic Solution (ATS) is a people-based identity infrastructure product built for publishers and the broader programmatic ecosystem. It allows publishers to translate their first-party, logged-in user data into RampIDs — pseudonymous, privacy-safe identifiers — that can be passed through the bidstream to enable addressable advertising without relying on third-party cookies. ATS sits at the intersection of publisher monetization, identity resolution, and privacy compliance, making it one of the most strategically significant products in the post-cookie advertising landscape. ATS works by capturing authenticated signals (such as hashed email addresses) from users who have logged in or consented on publisher properties, then converting those signals into RampIDs that demand-side platforms, data providers, and advertisers can use for audience targeting, frequency capping, and measurement. The solution integrates with major SSPs, DSPs, and data clean rooms, giving it broad reach across the programmatic supply chain. LiveRamp positions ATS as a neutral, interoperable identity layer that works across walled gardens and open web environments. As a product of LiveRamp (NYSE: RAMP), ATS benefits from the parent company's extensive data collaboration network, established relationships with thousands of brands and publishers, and deep expertise in privacy-compliant data connectivity. It competes directly with The Trade Desk's Unified ID 2.0, ID5, and other identity solutions vying to become the dominant cookie alternative. ATS is widely regarded as one of the leading enterprise-grade identity solutions for premium publishers seeking to maintain addressability and CPM yield in a cookieless environment.