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First-party data solution increases CPMs for publishers by 26% and reduces CPCs for advertisers by 33% Direct relationships with publishers result in 72% of ad spend going to direct delivery
NEW YORK, Dec. 22, 2023 /PRNewswire/ — As 2023 comes to a close, TripleLift, the advertising technology platform that elevates digital advertising to every screen, concludes a 2023 year marked by innovation, partnerships strategies and commitment to economic inclusion and sustainability. With the launch of its proprietary data solution TripleLift Audiences, along with partnerships that strengthen the offering, the ad technology platform took significant steps in demonstrating effectiveness and delivering results for advertisers and publishers.
Bolstering ExperienceAmazon Ads veteran Ed Dinichert joined this year as Chief Revenue Officer to lead the global team of more than 200, oversee client success, and help retail media networks expand their platform offerings. . Adolfo Villagómez and Tony Wells also joined as independent directors. Both have worked for decades at leading brands, including Verizon and The Home Depot. Their additions increase TripleLift’s ability to offer services in the retail media and data addressability spaces.
Superior Audiences: The First-Party Data SolutionThe launch of TripleLift Audiences (TLA) in 2023 is more than a technological advancement; It’s a paradigm shift in the way advertisers and publishers understand the power of first-party data. September marked the release of the industry’s first large-scale test results showing that its recently launched targeting solution is effective across the web, even in cookie-restricted environments. With 28,600 domains now available, TLA has generated a notable 26% CPM increase 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 just numbers; It’s about empowering partners with knowledge that drives success.
Premium Quality: Direct Publisher Inventory TripleLift’s quest for efficiency in 2023 led to the addition of over 200 new direct publisher partners across open web and CTV, a figure that belies the quality and influence these partnerships bring to the advertising ecosystem. Including Plex, these online and CTV, they solidify TripleLift’s reputation as the go-to platform for premium content.
The health of TripleLift’s supply chain is a testament to the company’s long-standing network preservation, 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 advertising spend going to direct sourcing, dedication to ensuring a clean, transparent and reliable supply chain is paramount. TripleLift works with over 80% of comScore 200 ad-supported publishers and delivers over 2 billion monthly global impressions across North America, EMEA, LATAM, APAC and MENA.
Effective advertising: powerful creative technologyInvestment in formats in 2023 represents more than a financial commitment: it is a promise to redefine the creative landscape. Branded video formats, embedded ads, and in-feed are not just ads; They are experiences carefully crafted to captivate the public. Advertiser data underscores effectiveness and demonstrates statistically significant increases in revenue and CPM for publishers.
Native advertising, as exemplified by the Hearst and CafeMedia case studies, continues to be a potent force in the industry, outperforming display advertising, social media, and the competition. The statistics tell a compelling story: 42% more likely to capture consumer attention than banners, a 100% increase in revenue for Hearst, and a 41% increase in revenue for CafeMedia.
On CTV, TripleLift hasn’t just entered the scene; They have become the factor of change. Partnerships with premium publishers such as Samsung, DIRECTV and Plex TV underscore the trust placed in TripleLift. With a 70% average year-over-year increase in revenue for CTV’s premium publishers, Live Sports Lookbook and an extensive library of over 30 packs, they’re not just keeping the pace, they’re setting the pace. The Adelaide partnership, launched in 2023, has elevated the offering and actively contributed to industry benchmarks. TripleLift’s inventory consistently outperformed Adelaide’s CTV benchmarks by 8%, a testament to the quality of TripleLift’s placements and the strength of this partnership.
Sustainability: Scope 3 CommitmentTripleLift announced in April a commitment to Scope 1, 2 and Scope 3 reductions to reduce each by more than 50% by 2030. It has always been at the forefront of some of the world’s biggest issues and is dedicated to going green and reducing emissions on a global scale. The company is fully committed to reducing absolute Scope 1 and 2 GHG emissions by 51.33% by 2030. Additionally, TripleLift is committed to reducing Scope 3 GHG emissions related to air travel, hotels and automobiles by 55% per full-time team member by 2030. Both are science-based reduction targets (SBTI) and are aligned with 1.5ºC.
TripleLift also partnered with Patch, the platform that scales unified climate action, to offset carbon emissions by investing in the Panola County Clearloop Solar Project, a minority and women-led provider. These internal efforts were in addition to the client’s initiative, GREEN Exchange Traded Deal, which offers advertisers another way to use their money to keep the planet green.
Intentional investment: increasing economic inclusion and sustainabilityThe addition of 5,838 UNREP (underrepresented publishers) sites in 2023 is not just about numbers, but about driving economic inclusion. TripleLift’s initiatives have influenced $90 million in ad spend, driving change across more than 90 accounts. Corporate Social Responsibility is not just a checkbox; it’s a compromise. TripleLift’s extensive publisher inventory provides advertisers with access to 220 billion monthly impressions available across sites from multiple owners. These packages include inventory across women-owned, LGBTQ, Black, Latinx, and Asian American Pacific Islander (AAPI) publishers.
As TripleLift wraps up an exceptional 2023, the journey doesn’t end here; evolves. Every partnership, initiative and innovation is not just a step forward; It is a statement of intent: to push boundaries, foster connections and redefine the future of advertising.
About TripleLiftWe are TripleLift, an advertising platform with a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and intelligent targeting. Through more than 1 billion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the world’s leading brands find audiences through online video, connected TV, display and native ads. Brand and enterprise clients choose us for our innovative solutions, premium formats and support experts dedicated to maximizing their performance. We are part of the Vista Equity Partners portfolio. As an NMSDC-certified minority-owned business, we qualify for various spending goals and are committed to economic inclusion. Discover how TripleLift improves the programmatic ecosystem at triplelift.com.
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