What is Authenticated Traffic Solution?

Authenticated Traffic Solution, or ATS, is LiveRamp’s technology for connecting authenticated publisher audiences with its advertising identity system. It uses information provided by users, such as an email address, to support advertising without relying on third-party cookies.

A typical ATS workflow involves three stages:

1. A visitor provides an identifier through an interaction such as signing up or logging in.

2. ATS resolves permitted user information into an encrypted identity envelope associated with LiveRamp’s pseudonymous identifier, RampID.

3. Participating advertising platforms use the envelope within supported advertising workflows.

LiveRamp’s ATS documentation explains this process and the available integration methods.

Authentication confirms a relationship with a user; it does not itself establish permission for every advertising use. A newsletter signup, for example, should not automatically be treated as agreement to unrelated tracking.

ATS therefore requires clear information and appropriate handling of consent and other applicable privacy choices. It is distinct from UID2: both support advertising identity, but they use different systems and identifiers. An encrypted envelope should not be confused with anonymous data.