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TripleLift User Interface Product Specific Terms

Audience Creation Terms

Updated: June 12, 2026

Previous terms

These TripleLift Audience Creation Terms form part of the Product Specific Terms and are incorporated into and form part of the Agreement, including the TripleLift Master Services Agreement and any Order Form. 

These terms govern Partner’s access to and use of Audiences. “Audiences” means TripleLift’s services and functionality for selecting, creating, configuring and using Segments and targeting criteria for digital advertising campaigns including through TripleLift’s self-service platform, application programming interfaces, audience-based deals, and any guidance, configuration support, or other assistance provided by TripleLift. “Segments” are TripleLift’s proprietary contextual or behavioral audience segments and Partner Audience Segments. “Partner Audience Segments” means the personal and/or contextual data that third-party data providers (“Data Vendors”) independently obtain and make available to TripleLift in the form of pseudonymized identifiers, audience segment data and contextual data (e.g., URLs) for use and purchase by Partner.

Capitalized terms used but not defined in these terms shall have the meaning ascribed to them in the Agreement. By using TripleLift’s Audiences, Partner agrees to the following terms.  If Partner does not agree to said terms, they are not permitted to use TripleLift’s Audiences:

  1. Partner Responsibility. Partner is solely responsible for its advertisements, its selection, creation, configuration, and targeting decisions (including location targeting), and ensuring its use of Audiences complies with Applicable Laws and the Rules. Partner will, and will ensure that any other third-party receiving data through Partner’s use of Audiences, post on their respective websites and adhere to privacy policies that comply with Applicable Laws. Partner shall not use Audiences to target any advertising campaigns or to collect any data in a manner that violates Applicable Laws. “Rules” means the applicable restrictions, permissions and instructions relating to Audiences, including Partner Audience Segments, that are made available to Partner. 
  2. Moderation. TripleLift TripleLift may review, reject, or remove any advertisements, targeting or Audience or Segment use at any time. Any such action or inaction does not constitute or imply approval or disapproval of Partner’s compliance with Applicable Laws, for which Partner remains solely responsible. Partner may use Audiences solely for the purpose of managing campaigns through TripleLift’s Services and shall not attempt to extract or recreate the data underlying the Audiences or assemble similar data or audience segments itself or from any third party.
  3. Sensitive Data. Partner and its Authorised Users will not use Audiences or any other data to create segments or targeting criteria that are designed or reasonably likely to function as a proxy for Sensitive Data, including through signals such as geographic data, content consumption, purchasing behaviour, or socioeconomic indicators.  “Sensitive Data” means any data that is defined as ‘sensitive’ data, ‘special category’ data or criminal offence data under Privacy Laws, which may include data related to or revealing race or ethnic origin, health conditions, religious or philosophical affiliation and/or beliefs, sex life or sexual orientation, transgender identification, political affiliation, trade union membership, criminal convictions and offenses (including allegations) and status as a victim of a crime.  “Privacy Laws” means all applicable laws and regulations governing the handling of personal data or personal information (or similar data as defined in such laws), including any subordinate legislation, rules and regulations made under them (whether made before or after the Order Form Effective Date), as amended, superseded or replaced from time to time.
  4. Restricted Segments.  Partner Audience Segments may include Restricted Segments. Restricted Segments are available for use upon Partner’s request.  Use of Restricted Segments is limited by the Data Vendor and is subject to the Rules.  “Restricted Segments” means USA specific Partner Audience Segments that may include Sensitive Data.  
  5. Roles: (i) Partner is the controller (or business, as applicable under Privacy Laws); and (ii) TripleLift is the processor (or service provider, as applicable), processing Restricted Segments solely on Partner’s instructions and for the purpose of making Restricted Segments available to Partner. (iii) Restricted Segments are created and provided by Data Vendors. Partner will comply with all Rules communicated by TripleLift on the Data Vendor’s behalf. or the relevant data provider in connection with each Restricted Segment. TripleLift’s ability to make Restricted Segments available is conditional on Partner’s compliance with the Rules.  
  6. TripleLift’s Responsibilities. TripleLift will: (i) process Restricted Segments only on Partner’s instructions and solely to make Restricted Segments available to Partner; (ii) implement appropriate technical and organisational measures to protect data in Restricted Segments against unauthorised or unlawful processing and accidental loss, destruction, or damage; (iii) notify Partner without undue delay of any breach of security affecting Restricted Segments, providing sufficient information for Partner to satisfy any notification obligations under Privacy Laws; (iv) assist Partner, on reasonable request, with: data subject or consumer rights requests; data protection impact assessments; and notifications to supervisory authorities, in each case to the extent related to TripleLift’s processing of Restricted Segment Data; (v) not engage sub-processors to process Restricted Segment Data without Partner’s prior authorisation. Partner authorises the sub-processors listed at https://triplelift.com/triplelift-processors-and-other-third-parties/ and TripleLift will provide not less than 14 days’ notice via that page of any planned new sub-processor, during which Partner may raise reasonable objections; and (vi) on termination of Partner’s access, delete Restricted Segment unless retention is required by the Data Vendor or applicable law.
  7. US Privacy Laws. To the extent Restricted Segment includes personal information subject to the California Consumer Privacy Act (as amended, “CCPA”), TripleLift confirms it will not sell, share, retain, use, or disclose such data outside the direct business relationship with Partner or for any commercial purpose other than performing its obligations under these Audience Terms, and will not combine such data with personal information from other sources except as permitted by the CCPA. To the extent Restricted Segments include personal information subject to other applicable US state privacy laws, TripleLift will process such information solely as a processor or service provider (as applicable) under those laws, subject to the same restrictions set forth in this Section 7.
  8. Location Targeting. Location targeting is based on industry standard methods and is inferred from a range of signals including users’ device settings, IP address, device type, and platform behaviour, rather than verified location data. TripleLift does not warrant that location-targeted advertising will be delivered exclusively to users within any specified location that corresponds to Partner’s targeting criteria.

If you do not agree to these terms, you are not permitted to use Audiences.

Product Specific

Audience Creation Terms

These TripleLift Audience Terms are incorporated into the TripleLift User Interface Terms of Service as Product Specific Terms and apply to Customer’s access and use of the functionality provided by TripleLift that enables the creation and use of contextual or behavioral audiences or other targeting for the purpose of digital advertising campaigns targeted to particular contexts or to particular users, either through use of TripleLift’s self-service audience tools or deals provided directly by TripleLift (collectively, “Audiences”). Capitalized terms used but not defined in these terms shall have the meaning ascribed to them in the TripleLift User Interface Terms of Service. By using TripleLift’s Audiences, Customer acknowledges and agrees to the following:

  1. Customer Responsibility. Customer is solely responsible for its advertisements; its selection, creation, configuration, and targeting decisions; and its use of any Audiences in compliance with Applicable Laws. Customer will, and will ensure that any other third-party receiving data through Customer’s use of Audiences, post on their respective websites and adhere to privacy policies that comply with Applicable Laws. Customer shall not use Audiences to target any advertising campaigns or to collect any data in a manner that violates Applicable Laws. TripleLift reserves the right to review, reject or remove any targeting applied to a campaign or the use of Audiences to protect its legitimate interests or to comply with Applicable Law. However, any such review, rejection, or removal by TripleLift, or failure to review, reject or remove such use, does not constitute an approval or a confirmation of the Customer’s compliance with Applicable Laws. Customer remains solely responsible for ensuring its use of Audiences is compliant with all Applicable Laws. Customer may use Audiences solely for the purpose of managing campaigns through TripleLift’s Services and shall not attempt to extract or recreate the data underlying the Audiences or assemble similar data or audience segments itself or from any different third party.
  2. Sensitive Data. Customer will not create an Audience, use Audiences to, nor cause TripleLift to collect or infer information about or target users on the basis of any characteristics defined as sensitive under Applicable Laws, including information related to or revealing race or ethnic origin, health conditions, religious or philosophical affiliation and/or beliefs, sex life or sexual orientation, transgender identification, political affiliation, trade union membership, criminal convictions and offenses (including allegations and status as a victim), and data of children under the age of 18. 

If you do not agree to these terms, do not use Audiences.