Privacy parameters on LiveIntent partner cookie syncs
LiveIntent forwards privacy and consent signals to external partners during permitted cookie syncs. These signals allow partners to receive the privacy context associated with each request instead of relying on fixed values in their sync configuration.
This behavior applies to partner cookie syncs from the liadm.com domain.
Parameters forwarded to partners
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Partner URL parameter |
Purpose |
|---|---|
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Global Privacy Platform consent string |
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GPP section IDs identifying the applicable sections of the consent string |
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Indicates whether GDPR applies to the sync request: |
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IAB Transparency and Consent Framework consent string, included when GDPR applies and the sync is permitted |
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Legacy U.S. privacy string, retained for backward compatibility |
Inbound GPP values may use different parameter names. LiveIntent maps gpp_s or gpp to the partner’s gpp parameter, and gpp_as or gpp_sid to the partner’s gpp_sid parameter.
Optional privacy strings are forwarded when present and non-empty. LiveIntent does not append a parameter when the same key already exists in the partner’s configured URL, so fixed privacy values in partner configurations must be reviewed.
How GDPR is handled
LiveIntent uses the request’s GDPR signal and the user’s country lookup to resolve GDPR applicability.
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Request and location |
Result |
|---|---|
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Treat the request as |
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Set |
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Validate consent |
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GDPR is supplied, but the user is outside a GDPR region |
Send |
If consent is missing or invalid, LiveIntent blocks the sync and does not fire a partner pixel or redirect.
For permitted requests where GDPR applies, the partner receives gdpr=1 and gdpr_consent. Where GDPR does not apply, the partner receives gdpr=0, and gdpr_consent is omitted.
GPP and legacy U.S. privacy strings do not override the GDPR allow/block decision. Requests must also satisfy the configured country eligibility rules.
Guidance for tag implementations
Preserve the standard privacy variables and macros supplied with your Zeta tags. These variables carry the consent signals used by downstream services. If your deployment environment cannot populate them correctly, contact your Zeta representative for assistance.
See Best Practices for Tag Data Capture for privacy-variable definitions and deployment guidance.
Consent requirements for the LiveIntent Tag
Where GDPR consent is required, the LiveIntent tags (LiveConnect and LivePixel) require valid consent for LiveIntent and all four required TCF purposes: 1, 2, 3, and 4.
Consent for only some of these purposes is insufficient. Until the required consent is confirmed, LiveConnect blocks cookie and local storage access, tracking pixels, cookie syncing, and identity resolution. LivePixel also validates consent before processing incoming data.
Missing, empty, malformed, or insufficient consent prevents processing where these checks apply. This GDPR consent requirement should not be presented as a universal rule for every region.
These checks determine whether processing may proceed. Privacy parameters forwarded during an eligible partner cookie sync are described separately in “Privacy Parameters on LiveIntent Partner Cookie Syncs.”