What is the tluidp cookie?
A persistent third-party advertising identifier used to recognize a web browser across sites for programmatic ad targeting and cookie/ID synchronization, serving as the partitioned counterpart of TripleLift's tluid cookie.
Table of Contents
About tluidp
| Vendor | TripleLift |
|---|---|
| Cookie Domain | 3lift.com |
| Category Category The functional category of the technology, such as Web Analytics or Social Media. Learn more | Advertising & Paid Media |
| 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 11.6% 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 | High |
| Vendor Privacy Policy | https://triplelift.com/platform-privacy-policy/ |
| Vendor Website | https://triplelift.com |
What is the purpose of tluidp?
The tluidp cookie is a persistent third-party advertising cookie set on the 3lift.com domain by TripleLift (a majority stake of which was acquired by the private equity firm Vista Equity Partners in 2021; TripleLift continues to operate as its own brand). It is the partitioned counterpart (the 'p' suffix) of TripleLift's documented tluid identifier cookie, storing a unique numeric identifier (TLUID) that lets TripleLift recognize a browser over time and across different sites. This identifier underpins TripleLift's programmatic advertising platform, where it is used for 'cookie syncing' / 'ID syncing' with demand-side platforms and ad exchanges (e.g., Amazon, The Trade Desk) so that the same device can be recognized across partners and ad space can be transacted.
The cookie carries a pseudonymous identifier rather than directly identifying personal information such as a name or email. TripleLift transmits associated data to demand partners so they can decide whether and how much to bid on an advertising opportunity, which means the identifier is shared with numerous third parties for targeted advertising. TripleLift documents that it retains online identifiers for up to 90 days, consistent with the observed expiration of this cookie.
What are the Privacy Risks of tluidp?
Risk Level: High
This cookie stores a persistent pseudonymous identifier whose core purpose is to recognize a user's browser across many unaffiliated websites and to synchronize that identifier with downstream demand-side platforms and ad exchanges for programmatic, behaviorally targeted advertising. The identifier is shared with numerous third parties as part of the real-time bidding process, which constitutes cross-site tracking and, under regimes like CCPA/CPRA, can amount to a 'sale' or 'sharing' of personal data.
While the cookie value itself does not contain directly identifying information such as a name or email, the scale of third-party data sharing and cross-site profiling it enables places it at the higher end of privacy risk. It typically requires explicit user consent under GDPR and an opt-out mechanism under US state privacy laws, which is why it is consistently categorized as a Targeting/Advertising cookie. A 'High' rating is therefore appropriate.
How to Remove tluidp from a Website
To remove the tluidp cookie, the website owner/administrator must locate and remove the TripleLift integration that triggers it - i.e., the TripleLift ad tag, user-sync pixel/redirect (eb2.3lift.com), header-bidding adapter, or any TripleLift script loaded directly or via the site's tag management system. Because this identifier is integral to TripleLift's programmatic ad-serving and ID-syncing functionality, it cannot be disabled independently of the vendor's service; the only way to fully stop it from being set is to remove TripleLift (and any partner integrations that initiate a TripleLift user sync) from the site. If TripleLift is enabled indirectly through a third-party ad/SSP partner, the administrator should contact that partner or TripleLift to disable the sync at the account level.