John Stoneman, SVP of Global Demand
The snowballing popularity of social media and video streaming platforms—along with continuing usage of mobile apps—is currently encouraging more and more brands and advertisers to shift their attention to digital media. While this shift is opening up new marketing and advertisement opportunities for brands, the growth in the adoption of digital ads is not without challenges. Since the media inventory (including ad spaces) is mostly bought and sold manually, there is little to no control over visibility for advertisers. The transparency becomes even worse by the complex procedures of requesting for ad quotes and proposals. To say the least, the entire process can sometimes be inefficient, unreliable, and frustrating.
Helping businesses flip the script in this regard is TripleLift, a leading ad tech company rooted at the intersection of ‘creative’ and ‘media.’ By leveraging the power of programmatic advertising—i.e., the automated buying and selling of online advertising space—the company is removing the ‘middlemen’ and making advertising simple, more efficient, and less expensive for advertisers, publishers, and the audience. “For the last 10 years, we have been operating in the programmatic advertisement to reinvent the digital advertisement ecosystem,” says John Stoneman, SVP of Global Demand at TripleLift. “Using this expertise, we can help clients—be it advertisers or their ad publishers—manage their advertisement campaigns strategically and more holistically.”
Today, with a direct partnership with over 900 publishers across 1000 websites, TripleLift has cemented its cornerstone as a one-stop shop for advertisers and publishers to deliver ads that resonate with their audiences. “Additionally, our one-to-one contact with top 20 demand-side platforms (DSPs) in the digital advertising space is enabling us to meet the diverse needs of our clients and their audience expectations,” notes Stoneman. Outside this closely-knit partner ecosystem, TripleLift doesn’t work with any third-party inventory reseller to eliminate the ad supply chain complexity while delivering better cost efficiencies for both publishers and advertisers.
Taking it a step further, TripleLift gives no quarter for any malicious interference within its partner ecosystem. For this, TripleLift collaborates with fact-checking agencies like NewsGuard to ensure the information shared through the ads are all correct, and there is no factual inconsistencies. “It means that we can really maintain an incredibly premium and healthy exchange of information. Our most recent third-party vetting showed that we have a 99.6 percent fraud-free exchange, which is an industry-leading figure,” adds Stoneman.
A Company Deeply Rooted in Native Advertisement
TripleLift maintains a strict focus on a native advertisement, where ads are made to match the look and feel of the media format they appear on. “It has been the bedrock of our business from the very beginning. More importantly, we believe that businesses can reap great outcomes through native ads,” states Stoneman. One of the great things about native advertising is that it’s three times more cost-efficient than other advertising approaches. Due to its advertorial nature and the addition of proper text and images, native ads can drive much higher cost efficiencies than standard ad units.
For the last 10 years, we have been operating in the programmatic advertisement to reinvent the digital advertisement ecosystem
Interestingly, the company takes a similar native advertisement approach to its video advertisements as well. “When you put an ad video on web platforms as advertorial, you can boost brand recall by about 38 percent,” shares Stoneman. Because of this unique focus on a native advertisement, TripleLift can create ads that meet the expectations of advertisers, publishers, and consumers alike. “This is also the reason why we call ourselves TripleLift; because our solutions empower all three of these cohorts,” he adds.
Taking it a Notch Higher with Innovative Technology
Equally impressive is TripleLift’s robust technology stack. The inception of this stack can be traced back to the early years of the company, when the TripleLift team worked directly with publishers to develop different ad placement templates for various web pages and assessed the effectiveness of those models. Based on the evaluation, TripleLift developed and leveraged its cutting-edge technology tools to automate and speed up the entire process. As such, TripleLift’s technology stack can take a core set of assets from a brand (i.e., text body, image, or video) and then find a way to convert them on the fly to fit into the hand-tailored placement at the end of the programmatic auction.
The first tool at TripleLift’s disposal is a computer vision system that scans ads to understand what elements are most essential to an ad campaign—like faces, objects, and text areas. The computer vision system then generates a native placement that keeps important focal points in the frame. Working alongside this is the dynamic templating tool. It adapts advertisers’ creative components in real-time, rendering native ads that seamlessly match the look and feel of every advertising platform. “These tools enable us to bring unprecedented scaling opportunity in the programmatic ad space,” says Stoneman. At present, TripleLift processes 65 million ad impressions every single day.
In order to best highlight how all these factors, combined, help businesses strengthen their digital ads and presence, Stoneman shares one of TripleLift’s recent partnerships with Nike. The multinational footwear and apparel company was looking to increase its brand awareness through an engaging 90-second video. The campaign goal was to increase the video completion rate (VCR) above 36 percent and viewability above 6 percent. TripleLift not only made this endeavour an easy task for Nike but also go beyond their desired goal. Through their partnership, Nike was able to reach a VCR of 38 percent with a cost-per-view (CPV) of 0.01 Euros and cost-per-completed-view (CPCV) of 0.03 Euros. “That is the power of native advertisement. Businesses meet and exceed their expectations from ads while saving costs as well,” asserts Stoneman.
Moving ahead with many similar success stories under its hood, TripleLift is looking to continue bringing more innovation in the programmatic advertisement space and taking digital advertising to a new height. To this end, TripleLift is currently partnering with a renowned video studio and content creator in Los Angeles, California, to find optimised ways of rendering ads on OTT platform videos. At the same time, as Stoneman points out, TripleLift is expected to play an even more critical role in digital advertising as Google has recently announced the blocking of third-party cookies by 2022. “The fervour around consumer privacy and the ban on third-party cookies will radically shift how brands target their audiences online. When that happens, our computer vision and dynamic templating tools will prove to be a game-changing alternative to cookie-based audience targeting,” concludes Stoneman.