TripleLift, the world’s leading creative SSP, announced that Yahoo DSP buyers now have access to TripleLift’s full suite of high-performing native and high-impact Connected TV (CTV) formats including Pause Ads, fundamentally changing how campaigns can engage audiences across the open web.
This integration brings specialty native formats to Yahoo DSP that have proven their worth in the market, providing advertisers with a smarter and faster way to scale across trusted publishers. According to TripleLift’s proprietary eye-tracking studies conducted from 2020-2025, scroll and carousel formats generate six times more time spent than standard banners, while cinemagraph increases purchase intent by 6.4 times over industry benchmarks. These aren’t incremental improvements but transformational shifts in campaign performance.
In addition, advertisers can now activate Pause Ads as seamlessly as any other CTV campaign while benefiting from creative solutions provided by TripleLift at no additional cost. According to TripleLift propriety data, Pause Ads achieved 34% ad recall rate compared to standard video ads, further highlighting the effectiveness of this format.
Chandra Cirulnick, Vice President of Global Supply Partnerships at Yahoo DSP shared: “Integrating TripleLift’s high-impact native, retail media and CTV formats doesn’t just expand our inventory; it’s a direct initiative aimed at user engagement. By continuously innovating our offerings, we deliver a competitive advantage that directly impacts campaign ROI and unlocks new possibilities for our buyers.”
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The timing matters. As attention becomes the scarcest commodity online, creative quality has emerged as the primary differentiator. When Nielsen research shows that 86% of a brand’s sales lift comes from creative quality, having access to formats that seamlessly blend into publisher environments while maintaining brand impact becomes essential.
For the first time, buyers can also access SKU-level retail media formats through this partnership, bringing product-specific creative to life with dynamic templating and real-time updates. This capability transforms how brands connect with shoppers across the digital ecosystem. Note: this capability is dependent on catalog and assets availability.
Sofia Rabellino, SVP Business Development at Triplelift added: “The future of programmatic lies at the intersection of advanced targeting and creative technology. This partnership with Yahoo DSP proves that when you combine precision audience delivery with innovative formats that genuinely captivate consumers, you create advertising that people actually want to engage with.”
SOURCE: PRNewswire