As 2023 comes to a close, TripleLift – the ad tech platform for digital advertising across all screens – looks back on a year marked by 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.
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. 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 target groups: 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.
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. 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.