• TripleLift, a programmatic ad marketplace specializing in video and connected TV (CTV) advertising, announced a strategic partnership with Dailymotion, an independent, video streaming platform, to offer native advertising capabilities and broaden each firm's product offerings. 

• As part of the partnership, TripleLift will develop a tailor-made Open Real Time Bidding (oRTB) integration for Dailymotion, allowing it to add and monetize programmatic direct display and native advertising capabilities in addition to its existing branded video and in-stream ad formats. In addition, TripleLift will gain access to Dailymotion’s publisher partnership inventory, which includes global brands such as Billboard and Marie-Claire.   

• Based on a study done by Nielsen, TripleLift claims that its solution provides 3x higher brand lift, while Dailymotion saw ad requests exceed 41 billion in the first two months of the partnership. 

<ul><li> Analyst QuickTake: The new partnership may be leveraging TripleLift’s acquisition of 1plusX , a first-party data management solution. Media publishers will be able to leverage 1plusX’s first-party data to improve ad monetization, while advertisers can apply the data to provide targeted ads without the need for third-party cookies. TripleLift’s ability to leverage first-party data may explain the noteworthy benefits its solutions claim to offer.</ul>