As 2023 comes to a close, TripleLift – the ad tech platform for digital advertising across all screens – is reflecting on a year of innovation, strategic partnerships and commitment to economic inclusion and sustainability. With the launch of first-party data solution TripleLift Audiences and new partnerships expanding its offering, the ad tech platform has taken big steps to demonstrate its effectiveness and deliver tangible results for advertisers and publishers.
Strengthening Expertise
This year, Amazon Ads veteran Ed Dinichert joined us as Chief Revenue Officer to lead the 200+ member global team, oversee customer success, and help retail media networks expand their platform offerings support. Adolfo Villagomez and Tony Wells have also joined us as independent board directors. Both worked for decades at leading brands, including Verizon and The Home Depot. These new additions strengthen TripleLift’s footprint in retail media and data addressability.
High-Quality Audiences: The First-Party Data Solution
The launch of TripleLift Audiences (TLA) in 2023 is more than a technological advancement. It represents a paradigm shift in the way advertisers and publishers define the potential of first-party data. In September, the industry’s first large-scale test results were released, showing that the recently launched targeting solution works across the web – even in cookie-restricted environments. With 28,600 domains already available, TLA has achieved an impressive 26% CPM increase for publishers and a 33% lower CPC (cost-per-click) for advertisers.
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TripleLift’s goal is to offset increasing restrictions on cookie usage using first-party data, not just with numbers, but also with insights that lead to success.
Premium Quality: Direct Publisher Inventory
TripleLift’s pursuit of effectiveness led to the addition of more than 200 new direct publishers across the open internet and connected TV (CTV) in 2023 – a number that does not reflect the quality and impact of these partnerships on the advertising ecosystem becomes. With Plex – online and CTV – TripleLift is strengthening its reputation as the premier destination for premium content.
TripleLift’s supply chain quality is the result of the company’s long-standing network curation, which is also reflected in Jounce’s results: 98% coverage, 97% authorization in ads.txt and app-ads.txt, and 99% listing in sellers.json. With direct shipments accounting for 72% of advertising spend, efforts to maintain a clean, transparent and trustworthy supply chain are critical to success. TripleLift works with more than 80% of the comScore 200 Ad-Supported Publishers and delivers more than two trillion impressions per month across North America, EMEA, LATAM, APAC and MENA.
Effective advertising: strong creative technology
With the investments in formats made in 2023, we are not just fulfilling a financial obligation – they are a promise to reshape the creative landscape. In-feed, integrated ads, and branded video formats are carefully crafted experiences that engage audiences. Advertiser data confirms effectiveness and shows statistically significant increases in revenue and CPMs for publishers.
As the Hearst and CafeMedia case studies show, native advertising continues to reign supreme in the industry, beating display, social media and competitors. The statistics speak for themselves: 42% more attention than banners, 100% more sales for Hearst and a 41% increase in sales for CafeMedia.
In the CTV category, TripleLift has not only entered the arena, but has become a game changer. Partnerships with premium providers such as Samsung, DIRECTV and Plex TV confirm the trust in TripleLift. With an average 70% increase in CTV revenue generated per year by premium publishers, the Live Sports Lookbook and an extensive library of more than 30 package offers, they are not only keeping up, they are setting the pace. The partnership with Adelaide , launched in 2023, has expanded offerings and actively contributed to industry benchmarks. TripleLift inventory consistently outperformed Adelaide CTV benchmarks by 8%, highlighting the quality of TripleLift placements and the strength of this partnership.
Sustainability: Scope 3 targets
As TripleLift announced in April, the company has committed to reducing its Scope 1, Scope 2 and Scope 3 emissions by more than 50% by 2030. TripleLift has always led the way on important world challenges and is committed to becoming greener and reducing emissions on a global scale. The company has decided to reduce absolute greenhouse gas emissions from Scope 1 and Scope 2 by 51.33% by 2030. Additionally, TripleLift aims to reduce greenhouse gas emissions from air, hotel and car travel by 55% per full-time team member by 2030. Both are science-based reduction targets (SBTI) aimed at the 1.5 degree target.
TripleLift has also partnered with Patch – a platform for united climate action – to offset carbon emissions by investing in the women and minority-led Clearloop Panola County Solar Project. These internal efforts complement the GREEN Exchange Traded Deal customer initiative , which offers advertisers another opportunity to make a financial contribution to preserving the green planet.
Social responsibility: more economic inclusion and sustainability
When adding 5,838 UNREP (Underrepresented Publishers) websites in 2023, the focus was less on the numbers than on promoting economic integration. TripleLift initiatives have moved $90 million in ad spend and supported more than 90 publisher accounts. Corporate social responsibility is not just a box to check, but a promise. TripleLift’s massive inventory gives advertisers access to 220 billion monthly impressions on websites run by diverse people and groups. These package deals include inventory from women, LGBTQ+, Black, Latinx, and Asian American Pacific Islander (AAPI)-owned publishers.
TripleLift concludes an extraordinary 2023, but the journey continues. Every partnership, initiative and innovation is not just another step in our journey, but a statement of our intent to push boundaries, foster connection and reshape the future of advertising.
SOURCE: PRNewsWire