TripleLift

TripleLift provides a sell-side ad platform (SSP) where the firm partners with 900+ publishers, including 79% of the comScore 100, including BuzzFeed, CNN, BBC, USA Today, and The New York Times, to provide brands with programmatic ad solutions. TripleLift’s platform covers a  variety of formats including in-feed native, display, video, and connected TV (CTV). In October 2020, TripleLift introduced ‘exchange-traded deals’ (ETDs), which curate popular ad formats based on impression-level and outcome-based targeting signals. The platform is also integrated with leading demand-side ad platforms (DSP) including MediaMath, Criteo, theTradeDesk, and Adobe. 

The company’s competitive edge is its specialization in context-based, outcome-driven advertising solutions, which do not require third-party cookies. Additionally, the firm has also partnered with firms including DoubleVerify, Moat, and Newsguard to reduce fraud and prevent reselling of customer impressions. In March 2022, the firm acquired 1plusX , an AI-powered first-party data management and enrichment solution, to further strengthen its position. In June 2023, the company launched TripleLift Audiences, a targeting solution designed to address the challenges faced by publishers and advertisers in cookie-constrained environments, building upon its acquisition of 1plusX.

Key customers and partnerships

As of March 2022, 100+ brands, including all of the AdAge 100 brands, were served by TripleLift’s platform. This included Toyota, Hilton, Nestle, P&G, and Microsoft.  

The firm has also entered into a number of partnerships with media partners and publishing platforms to broaden its product offerings. In July 2022, it entered into a strategic partnership with Dailymotion , an independent, video streaming platform, giving TripleLift access to Dailymotion’s publisher partnership inventory, which includes global brands such as Billboard and Marie-Claire. TripleLift launched the In-Scene Ad Innovation in collaboration with Peacock, a streaming service owned by NBCUniversal, in February 2023. This innovative solution enables marketers to digitally insert brands into content after filming, providing a more engaging experience for advertisers and viewers alike.

Funding and financials

In March 2021, private equity firm Vista Equity Partners acquired a majority stake in TripleLift for USD 1.4 billion. In July 2021, the firm stated that it had surpassed USD 1 billion in publisher payouts.