TripleLift

Overview

TripleLift is a native advertising platform that specialises in serving sponsored content in formats designed to blend with surrounding editorial content — in-article native ads, in-image overlays, in-screen placements, and sponsored content carousels. Unlike traditional display banner advertising, TripleLift's ad units use the visual style and layout of the publisher's own content to make sponsored placements feel contextually integrated. TripleLift operates as both an SSP (supply-side platform) for publishers and participates as a demand partner in header bidding auctions. It is part of the broader IAB TCF programmatic ecosystem.

TripleLift was acquired by Vista Equity Partners in 2021 and participates in the IAB Transparency and Consent Framework (TCF) as a registered vendor.

What This Script Does

TripleLift's scripts load on publisher websites as part of the programmatic ad delivery and header bidding stack.

Scripts loaded: TripleLift's JavaScript loads from tlx.3lift.com — the primary ad delivery and bidding endpoint. On header bidding-enabled publishers, TripleLift participates via a Prebid.js adapter that queries tlx.3lift.com/header_bid_request in parallel with other demand partners before the page renders.

Cookies set:

• tluid — Third-party persistent cookie set on 3lift.com. Stores TripleLift's pseudonymous user identifier, used for frequency capping, audience targeting, and cross-site user recognition across TripleLift's publisher network. Expiry: 1 year.
• tluidp — Third-party persistent cookie on 3lift.com. Companion identifier used in cookieless environments and ID bridging. Expiry: 1 year.
• Cookie sync pixels: TripleLift fires identity sync requests to DSPs, data management platforms, and identity resolution services to match its user IDs with those of bidders participating in auctions.

Data collected per ad impression:

• Page URL and content category signals (for contextual ad selection)
• Referrer URL
• IP address (geolocation for geo-targeted ad delivery)
• User-Agent string
• TripleLift user ID from the tluid cookie
• Viewability metrics: scroll position, time in view, viewport size
• Click and engagement events on served ad units

Audience targeting: TripleLift uses audience segment data from integrated DMPs and identity resolution partners to serve interest-based native ad placements. Cross-site browsing data informs audience membership signals.

Consent & Compliance

Consent category: Marketing

TripleLift sets persistent third-party tracking cookies, participates in cross-site identifier syncing, and collects individual browsing and engagement data for programmatic advertising. This requires explicit opt-in consent under GDPR Article 6(1)(a) and the ePrivacy Directive before TripleLift scripts load.

IAB TCF vendor ID: 28. Applicable purposes:

• Purpose 1 — Store and/or access information on a device
• Purpose 2 — Select basic ads
• Purpose 3 — Create a personalised ads profile
• Purpose 4 — Select personalised ads
• Purpose 7 — Measure ad performance
• Purpose 8 — Apply market research
• Special Feature 1 — Use precise geolocation data (where enabled)

Under CCPA/CPRA, TripleLift's sharing of user identifiers and audience data with DSP bidders constitutes a "sale" and "sharing" of personal information for cross-context behavioural advertising. Publishers using TripleLift must provide opt-out mechanisms under CPRA.

TripleLift participates in the EU-US Data Privacy Framework.

Should You Block This Without Consent?

Yes. TripleLift sets persistent third-party tracking cookies, participates in real-time bidding auctions, and syncs user identifiers with advertising partners. Block until the visitor grants explicit marketing consent.