What is the tluid cookie?
This cookie stores a unique identifier for the user's browser to enable cross-site tracking and programmatic ad serving.
Table of Contents
About tluid
| 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 12.9% 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://triplelift.com/privacy/ |
| Vendor Website | https://triplelift.com |
What is the purpose of tluid?
The tluid (TripleLift User ID) cookie is a persistent, third-party tracking cookie set from the 3lift.com domain by the TripleLift advertising platform. Its primary function is to assign a unique Digital Identifier to a user's browser, which enables the platform to recognize the browser over time and across different websites, maintain user state, and serve targeted advertisements.
In the programmatic advertising ecosystem, TripleLift uses this ID in server-to-server integrations to sync user identities with its demand and supply partners (for example, passing the tluid via the oRTB user.buyeruid field). This cookie syncing increases match rates and allows buyers to target specific audience segments and measure performance across publisher inventory.
What are the Privacy Risks of tluid?
Risk Level: Medium
The cookie acts as a persistent digital identifier used to track browsing behavior across a network of websites. While it generally collects pseudonymous data such as browser IDs, IP addresses, and ad interactions without directly identifying a person by name, this data is heavily used to build behavioral profiles for programmatic advertising and cross-site tracking, and is synced/shared among third-party ad-tech partners. Consequently, it carries a medium privacy risk due to its extensive use in audience segmentation and data sharing among third-party ad-tech partners.
How to Remove tluid from a Website
To remove the tluid cookie, website administrators must locate and remove the TripleLift user sync pixel or header bidding tags (such as Prebid.js / wrapper configurations) from the site's source code or tag management system. If TripleLift is used as a Supply Side Platform (SSP) or within a header-bidding wrapper, disabling the TripleLift adapter will prevent the user sync endpoints (e.g., /xuid, /getuid, /sync) from firing. Because the cookie is integral to TripleLift's identity/user-sync functionality, it cannot be removed while still running TripleLift's advertising service - removing the cookie effectively requires removing or disabling the TripleLift integration entirely.