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33Across

MarketingOfficial website

33Across is a US-based programmatic advertising and identity resolution platform that helps publishers monetise content through header bidding and audience targeting. It operates as a third-party tracker, placing cookies across publisher websites to build cross-site audience profiles for targeted advertising. On European websites, 33Across requires IAB TCF v2.2 consent for all its processing activities. Without consent, 33Across must not be loaded. Its cross-site tracking model is among the most GDPR-sensitive in digital advertising.

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Overview

What does 33Across do?

What is 33Across?

33Across is a US-based programmatic advertising and identity resolution platform that specialises in attention-based advertising and cookieless identity solutions. It operates a supply-side platform (SSP) helping publishers maximise ad revenue through header bidding and programmatic demand. 33Across is particularly known for its Lexicon cookieless identity product, which attempts to identify users without third-party cookies using browser signals and contextual data. It participates in the IAB OpenRTB ecosystem and processes bid requests for ad auctions.

GDPR and third-party advertising trackers

33Across operates as a third-party tracker across publisher websites. Its cookies and fingerprinting techniques build cross-site profiles of individual users for targeted advertising. Under GDPR and the ePrivacy Directive, placing third-party advertising cookies requires explicit opt-in consent (IAB TCF Purpose 1: Store and/or access information on a device). Legitimate interest cannot be used to justify placing advertising cookies on user devices.

IAB TCF v2.2 compliance

33Across is registered in the IAB TCF (Transparency and Consent Framework) as a vendor. Publishers using 33Across on EU-facing properties must have a TCF-registered CMP, obtain consent for 33Across specifically, and only fire 33Across tags when consent is confirmed. Without TCF consent, 33Across must not receive bid requests containing EU personal data. Non-compliant implementation can result in regulatory action against both the publisher and the ad tech vendor.

US transfers

All 33Across processing occurs on US infrastructure. SCCs are required. Publishers using 33Across should ensure the 33Across DPA and SCCs are in place. The US transfer should be disclosed in the publisher's privacy policy as part of the advertising data flows.

Practical compliance steps

Use a TCF v2.2 certified CMP. Only fire 33Across tags after TCF Purpose 1 consent for 33Across specifically. Sign the 33Across DPA. Conduct a DPIA for your advertising data ecosystem. Disclose 33Across in your privacy policy and cookie banner vendor list. Implement a consent signal pipeline from your CMP to your header bidding wrapper.

Compliance

33Across and the GDPR

33Across is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent (Art. 6(1)(a) GDPR) required for all third-party advertising cookies and cross-site tracking under the ePrivacy Directive. The TCF (IAB Transparency and Consent Framework) purpose 1 consent is required. Legitimate interest cannot justify placing third-party advertising trackers.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, IAB TCF v2.2, SCCs required for US data transfers

Impact assessment (DPIA)

A DPIA is required for 33Across deployments on EU-facing publisher websites. Cross-site tracking of individuals for advertising profiling purposes constitutes large-scale systematic monitoring requiring a DPIA under GDPR Article 35.

Sample text for your banner

This website works with 33Across and other advertising partners to show you relevant ads based on your browsing behaviour across websites. This involves cross-site tracking cookies. You can manage your advertising preferences in the cookie settings below.
Cookies and trackers

What 33Across sets and contacts

Tracking method
Third-party advertising and audience data platform, cross-site tracking cookies, programmatic advertising, identity resolution
Server location
United States (33Across is a US-based ad tech company)
Data transferred outside the EU
33Across is a US-based programmatic advertising and identity resolution platform. All data processing occurs on US infrastructure. EU personal data transfers require Standard Contractual Clauses. As a third-party advertising platform, it performs cross-site tracking of individuals for advertising purposes.

Cookies set (1)

NameTypeDurationPurpose
33x_pspersistent13 months33Across cross-site visitor ID for programmatic advertising audience profiling

Third-party domains contacted (3)

  • 33across.com
  • ssc.33across.com
  • lexicon.33across.com
Questions

Frequently asked questions about 33Across

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Does 33Across require GDPR consent?

Yes. 33Across places third-party advertising cookies requiring IAB TCF Purpose 1 consent (Store and/or access information on a device). 33Across must not be loaded without valid TCF consent from a registered CMP.

What is 33Across used for?

33Across is used by publishers to monetise content through programmatic advertising. It connects publisher ad inventory to demand-side platforms via header bidding, enabling real-time auctions for ad placements based on visitor profiles.

What cookies does 33Across set?

33Across sets a cross-site visitor ID cookie (33x_ps, persistent) for audience profiling across publisher sites, and session cookies for bid request management. These are third-party cookies requiring TCF consent.

Do I need a DPIA for 33Across?

Yes. Cross-site tracking for advertising profiling constitutes large-scale systematic monitoring of individuals, triggering a mandatory DPIA under GDPR Article 35.

What legal basis applies to 33Across?

Consent only (IAB TCF Purpose 1 and relevant special purposes). Legitimate interest cannot justify placing third-party advertising tracking cookies on user devices under the ePrivacy Directive.

How do I implement TCF compliance for 33Across?

Use a TCF v2.2 certified CMP. Add 33Across as a vendor in your CMP vendor list. Configure your header bidding wrapper (Prebid.js) to pass TCF consent signals to 33Across. Only send bid requests to 33Across when TCF Purpose 1 consent is confirmed for them specifically.

Does 33Across offer a cookieless alternative?

33Across offers its Lexicon identity product as a cookieless alternative using browser signals and contextual identifiers. However, the GDPR status of cohort-based and probabilistic identifiers is still evolving, and these approaches may still require consent depending on implementation.

What happens if I load 33Across without TCF consent on EU visitors?

Loading 33Across without consent for EU visitors violates the ePrivacy Directive and GDPR. Data protection authorities have issued fines to publishers for non-compliant advertising stacks. Both the publisher and ad tech vendors can be held liable. Always use TCF-compliant consent flows.

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