TripleLift, the native advertising technology platform for the visual web, announced today that it is working with the world’s leading DSPs to launch the first-ever RTB-based platform for buying premium, in-feed native advertising at scale, across all devices. Through integrations with AppNexus, MediaMath, TheTradeDesk, and Turn, marketers can access billions monthly impressions of native inventory across thousands of websites and apps.
“This is the first time that a DSP, using its existing media-buying infrastructure, can buy native ads at scale,” said Eric Berry, CEO and Co-Founder of TripleLift. “Media buyers can use sophisticated buying platforms to leverage existing algorithmic optimizations and audience data for native advertising. This fundamentally changes native advertising into an ecosystem that delivers against and meaningfully outperforms existing KPIs without requiring any special integrations or workflows.”
“For The Trade Desk, the native channel is a natural extension of our multichannel buy-side platform,” said Tim Sims, GM of Inventory Partnerships at The Trade Desk. “Programmatic has enabled buyers to more effectively reach the right audience at the right time and deliver a relevant message. Our partners, such as TripleLift, create an added layer of relevancy to the message that melds seamlessly with the content to deliver a more powerful brand story to the consumer.”
To make native advertising truly scalable, TripleLift’s platform ingests a single creative asset and dynamically renders thousands of unique ad executions that match a website’s distinct format and layout. This is made possible through proprietary techniques such as computer vision and dynamic templating tools, and employs the use of statistical analyses and machine-learning algorithms to inform targeting and optimization decisions that the individual buyer can manage.
The growth of native advertising has been unparalleled. According to a recent study by Business Insider, spending on native is expected to reach $7.9 billion this year and grow to $21 billion in 2018, rising from just $4.7 billion in 2013 and steadily matching the investment in traditional display. Meanwhile advertising spend through programmatic media buying channels is expected to increase by 52 percent to $21B globally, according to research from Magna Global.
It was inevitable the two methodologies would meet, but until today, it was impossible to execute. With today’s announcement it is possible to marry the beauty of native advertising with the targeting and efficiently capabilities of programmatic. In fact, TripleLift just announced the Microsoft Store was the very first brand to execute a native advertising campaign using a DSP. To date, Microsoft Store has seen a 475 percent ROAS (unadjusted) for its native RTB campaign. Additionally, Microsoft saw an additional 40 percent boost in revenue from native prospecting.