1plusX / TripleLift

Overview

1plusX is a data management and audience enrichment platform that collects contextual and behavioral signals from publisher websites to build and activate audience segments. TripleLift is a programmatic advertising platform specializing in native ad formats. The two companies operate as an integrated stack — 1plusX provides audience intelligence that TripleLift uses for ad targeting and placement. Scripts from both appear on publisher websites that use their combined offering.

What This Script Does

Scripts load from domains including 1plusx.com, triplelift.com, and associated CDN or pixel endpoints. On publisher pages, 1plusX's script observes page content categories, user navigation patterns, and behavioral signals to build contextual profiles. TripleLift's script manages native ad unit rendering and bid coordination.

Cookies set may include audience segment identifiers and session tokens from both platforms, with expiry typically in the range of 30–90 days. 1plusX may also use localStorage for segment storage to supplement cookie-based identifiers.

Data collected by 1plusX includes: page content category, URL, referrer, User-Agent, behavioral signals (scroll depth, dwell time, interaction events), and any publisher-defined first-party data passed to the platform. TripleLift collects ad impression and click data for performance measurement. Both platforms transmit data to their respective servers and may participate in cross-platform identity resolution through cookie syncing with other ad tech vendors.

Consent & Compliance

Both 1plusX and TripleLift operate firmly in the marketing and analytics space under GDPR and the ePrivacy Directive. Processing of behavioral signals to build audience profiles and deliver targeted native ads requires consent under Article 6(1)(a). Relevant IAB TCF Purposes include: Purpose 1 (Store/access device information), Purpose 2 (Select basic ads), Purpose 3 (Create personalised ads profile), Purpose 4 (Select personalised ads), Purpose 7 (Measure ad performance), and Purpose 8 (Measure content performance).

Both companies are registered in the IAB TCF and require publishers to obtain valid consent strings before activating their scripts. US operations by both vendors require EU-US DPF participation or SCCs for lawful transfer of EU visitor data.

Under CCPA/CPRA, audience profiling and ad targeting data constitute sensitive personal information categories, and operators should evaluate sale/sharing opt-out obligations.

Consent category: marketing. Audience profiling and native ad targeting are the primary purposes of both scripts.

Should You Block This Without Consent?

Yes. 1plusX and TripleLift scripts collect behavioral data for audience profiling and ad targeting — both require prior consent under GDPR and the ePrivacy Directive. Publishers must obtain a valid TCF consent string authorizing both vendors before initializing these scripts. They should be blocked by default and activated only when marketing consent is confirmed.