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The "Media Data" strategy positions the company to meet the demand for source data and CTV solutions
NEW YORK, Dec. 20, 2022/PRNewswire/ -- TripleLift, the ad tech company reinventing ad insertion, wraps up a twelve-month growth strategy. Multiple moves have enriched omnichannel capabilities, enhanced source data solutions, fueled global expansion, and bolstered CTV capabilities. The first was TripleLift's acquisition of 1plusX, a global source data enablement platform for publishers and advertisers. TripleLift wrapped up the year with the addition of Dave Clark as CEO, putting the company in a position of continuous innovation focused on driving even better results for publishers, advertisers and brands.
In addition, TripleLift has promoted Sonja Kristiansen and Kama Ostoya to management positions. Kristiansen will serve in a newly created role as Chief Commercial Officer, leading strategic initiatives, partnerships and corporate development, and Ostoya will be General Counsel, leading strategy in the ever-evolving privacy landscape.
Last year's roadmap delivered significant advances for publishers and advertisers, leading to 91% of publishers transacting across multiple formats and over 70% of publishers offering video inventory through TripleLift.
the native leader
For a decade, TripleLift has been the native advertising leader in creating new technologies, products, and building two-sided marketplaces that deliver monetization to publishers around the world.
This year, TripleLift has increased its scale and global reach with the full inventory of Dailymotion, including Billboard and Marie-Claire, and has added Open Real Time Bidding (oRTB) integration tailored for Dailymotion to monetize inventory in -stream and custom native ad units for the historically video-focused publisher. According to Nielsen, custom native formats provide a brand boost three times the industry average, and in the first two months of the collaboration, Dailymotion has seen ad requests exceed 41 billion.
In addition, Prisma Media expanded its partnership with TripleLift in France to its entity, Groupe Cerise, after native programmatic revenue share exceeded 40% in 2022 on TripleLift's platform, up 8.2% from 2021. Prisma Media also credits TripleLift's native formats with growth of nearly 1 billion incremental impressions.
Continuous innovation in connected TV
With free ad-supported TV (FAST) becoming the fastest growing tier of streaming TV and publishers looking for new avenues of revenue while keeping advertising charges low, TripleLift accelerated key product and partnerships.
TripleLift has partnered with Zype to offer clients In-Show advertising sets within broadcast streams on Connected Television (CTV) platforms. Content owners reduce the number of commercial breaks without diminishing broadcast revenue, while ensuring a safe environment for advertisers' brands along with contextually relevant content.
TripleLift's In-Show technology is already present on Vevo's linear programming television channels. When implemented at scale, they offer the same precise audience segmentation that Vevo offers for your digital video purchases, while complementing Vevo's exclusive programming on Connected Televisions (CTV).
Adding measurement to the equation, TripleLift selected iSpot.tv as a preferred CTV measurement partner to optimize campaigns in a timely manner and based on age, gender, and advanced audiences.
Solutions "Media Data" for the industry
TripleLift forged a new path for publishers to monetize their content and advertisers to reach their target audience with first-party data with 1plusX, a global first-party data activation platform for publishers and advertisers. Combining TripleLift's SSP with 1plusX's DMP unlocks the full potential of a publisher's inventory, including deeper audience insight as privacy compliance becomes more prevalent.
New TripleLift partners using 1plusX technology include GEDI, one of the largest publishing groups in Europe with multimedia content for more than 5.5 million daily users, and Lagardère Publicité News, with an audience of 26 million monthly on radio, print and digital.
TripleLift has also expanded into the DACH region, naming Sylwia Iwanejko-Sajewska Country Director, and increased its growth in Northern and Southern Europe, naming Mallory Illido-Bertome Regional Vice President of Demand Southern Europe and Rob Ishag regional vice president of demand in Northern Europe. This move brings new markets to a long list of regions outside of the US, from EMEA to APAC.
The industry once again recognized TripleLift for its leadership in programmatic native and responded positively to TripleLift's strategic roadmap. Additionally, TripleLift experts were recognized for their contributions to the company, its partners and customers, and advancements in the industry:
TripleLift is the ad tech company reinventing ad insertion at the intersection of creative, media, and data. Our marketplace serves the world's leading brands, publishers, streaming companies, and on-demand platforms, executing more than 1 trillion ad transactions every month. Customers choose us for our addressable offerings, from native video to online video to connected TV, innovations that push brands into real-time content, and support experts dedicated to maximizing partner performance. And with the acquisition of 1plusX, clients can unlock the full value of their marketing data in a privacy-safe way with their source data management platform. Part of the Vista Equity Partners portfolio, TripleLift has appeared on the Inc. 5000 and Deloitte Technology Fast 500 lists for five consecutive years, has been named to Business Insider's list of the best ad technology companies for three years followed and was awarded Most Innovative TV Advertising Technology by AdExchanger in 2021. Find out how TripleLift is shaping the future of advertising at triplelift.com.
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