TripleLift, a sell-side ad platform (SSP), unveiled its latest product suite, "Adaptive Commerce Solutions," designed specifically for retail and commerce advertisers. It became the first supply-side platform to support the "Amazon Ads Native Responsive eCommerce" format on its platform.

A key feature of the Adaptive Commerce Solutions suite is the integration of the Amazon Ads Native Responsive eCommerce format. This allows advertisers to dynamically generate ads using real-time data from their Amazon product pages. Details such as price, star ratings, and Prime logos can now be included in ads that scale across TripleLift's native offering. Another key feature is support for various categories of advertisers, such as consumer packaged goods, grocery, hardlines, softlines, and entertainment, who can now utilize the Amazon Single Identification Number for their campaigns.

Analyst Quicktake : TripleLift's launch of Adaptive Commerce Solutions marks a significant advancement in its product strategy and positions the company as a pioneering force in retail media. By integrating with Amazon DSP and providing access to new native inventory, TripleLift not only enhances the cross-site experience for advertisers, but also solidifies its position as a leader in native advertising technology.