• TripleLift, a programmatic ad marketplace specializing in video and connected TV (CTV) advertising, acquired 1plusX, an AI-powered first-party data management and enrichment solution, for ~USD 150 million.

• As a result of the acquisition, TripleLift users, which include media publishers, would be able to leverage 1plusX’s first-party data to improve ad monetization, while advertisers would be able to apply the data to provide targeted ads without the need for third-party cookies. In addition, the firm plans to accelerate its development roadmap and launch new products.

• TripleLift provides a sell-side ad platform (SSP) where the firm partners with publishers, including BuzzFeed, CNN, BBC, and The New York Times, to provide brands with programmatic ads in a variety of formats including in-feed native, display, video, and connected TV (CTV). As of March 2022, brands served by its platform include Toyota, Hilton, Nestle, P&G, and Microsoft.

<ul><li> Analyst QuickTake: TripleLift specializes in context-based, outcome-driven advertising solutions that include native ads for the open web and exchange traded deals (ETDs), which do not require third-party cookies. Hence, its acquisition of 1plusX complements and deepens its expertise in this regard, which is growing in demand, given the impending industry changes.</ul>