As 2023 draws to a close, TripleLift, the ad tech platform elevating digital advertising across every screen, wraps a 2023-year marked by innovation, strategic partnerships, and a commitment to economic inclusion and sustainability. With the launch of first-party data solution TripleLift Audiences, along with partnerships that bolster the offering, the ad tech platform made significant leaps in demonstrating effectiveness and delivering results for advertisers and publishers.
Bolstering Expertise
Amazon Ads veteran Ed Dinichert joined this year as Chief Revenue Officer to lead the 200+ person global team, oversee customer success, and help retail media networks expand their platform offerings. Adolfo Villagomez and Tony Wells also joined as independent board directors. Both have worked for decades at leading brands, including Verizon and The Home Depot. Their additions further TripleLift’s ability to deliver in the retail media and data addressability spaces.
Superior Audiences: The First-Party Data Solution
The launch of TripleLift Audiences (TLA) in 2023 is more than a technological advancement; it’s a paradigm shift in how advertisers and publishers understand the power of first-party data. September marked the release of the industry’s first-ever large-scale test results showing that its recently launched targeting solution is effective across the web, including in cookie-constrained environments. With 28,600 domains already available, TLA has delivered a remarkable CPM increase of 26% for publishers and a 33% lower cost-per-click (CPC) for advertisers.
TripleLift’s commitment to solving cookie depreciation with first-party data extends beyond mere numbers; it’s about empowering partners with insights that fuel success.
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Premium Quality: Direct Publishers Inventory
TripleLift’s pursuit of effectiveness in 2023 led to the onboarding of more than 200 new direct publisher partners in open web and CTV, a number that belies the quality and influence these partnerships bring to the advertising ecosystem. Including Plex, these online and CTV, solidify TripleLift’s reputation as the go-to platform for premium content.
TripleLift’s supply chain health is a testament to the company’s long-standing network curation, validated by Jounce’s findings of 98% coverage, 97% authorization in ads.txt and app-ads.txt, and 99% listing in sellers.json. With 72% of ad spend going to direct supply, dedication to ensuring a clean, transparent and trustworthy supply chain is paramount. TripleLift works with 80%+ of comScore 200 Ad-Supported Publishers and delivers 2 trillion+ monthly global impressions across North America, EMEA, LATAM, APAC, and MENA.
Effective Advertising: Powerful Creative Tech
Investment in formats in 2023 represents more than a financial commitment—it’s a pledge to redefine the creative landscape. In-feed, integrated ads, and branded video formats are not just advertisements; they are experiences carefully crafted to captivate audiences. Advertiser data underscores the efficacy and demonstrates statistically significant increases in revenue and CPMs for publishers.
Native advertising, as exemplified in Hearst and CafeMedia case studies, remains as a potent force in the industry, outperforming display, social, and competitors. The statistics tell a compelling story—42% more likely to capture consumer attention than banners, a 100% revenue boost for Hearst, and a 41% revenue surge for CafeMedia.
SOURCE: PRNewswire