What is the pxrc cookie?
This cookie is used by LiveRamp to keep track of the last time a browser was synchronized with an advertising partner.
Table of Contents
About pxrc
| Vendor | LiveRamp |
|---|---|
| Cookie Domain | pippio.com,rlcdn.com |
| Category Category The functional category of the technology, such as Web Analytics or Social Media. Learn more | Data Management (DMP) |
| Consent Category Consent Category The consent category this cookie most commonly falls under across sites we scan, normalized into four standard categories. Learn more | Targeting & Advertising |
| Prevalence | Very Common |
| Popularity Popularity Popularity is calculated from our dataset of 4.5B+ cookies analyzed across hundreds of millions of web pages. Learn more | Found on 18.4% of scanned pages |
| Expiration Type | Timestamp |
| Expiration Duration | 29 days |
| Party Type Party Type Whether the cookie is first-party or third-party. Learn more | 3rd-Party |
| Risk Level Risk Level Rates how sensitive the data stored by this cookie is (High, Medium, or Low) based on data classification and distribution. Learn more | Medium |
| Vendor Privacy Policy | https://liveramp.com/privacy/ |
| Vendor Website | https://liveramp.com |
What is the purpose of pxrc?
The pxrc cookie is a third-party rotation cookie set by LiveRamp (which acquired Arbor Technologies, the original owner of the pippio.com domain, in 2016). It is utilized to manage the timing of future synchronizations and to facilitate the cookie sync priority queue within LiveRamp's identity resolution operations. This syncing process allows for cross-site audience matching and targeted advertising by tracking the last time a browser's identifier was synchronized, ensuring the platform does not constantly ping the server unnecessarily.
What are the Privacy Risks of pxrc?
Risk Level: Medium
The pxrc cookie facilitates cookie syncing for targeted advertising and identity resolution across different platforms. While the cookie itself primarily stores synchronization state, it is part of a broader tracking ecosystem (LiveRamp's Authenticated Traffic Solution) designed to link user identities and build profiles for programmatic media buying. Because it contributes to cross-site tracking and profiling, it presents a moderate privacy risk.
How to Remove pxrc from a Website
To remove this cookie, a website administrator must locate and remove any LiveRamp or associated tag (such as Arbor or Pippio) from their tag management system or website source code. Since this cookie is frequently dropped as part of third-party cookie syncing through other programmatic advertising platforms and demand-side platforms, administrators should also review their primary media tags. If the cookie is firing through a partner's sync pixel, the administrator must adjust the configuration of the primary advertising partner to disable LiveRamp syncing or pause the associated media tag entirely.