“We Don’t Want To Be A Token Buy”: Inside TripleLift’s Australia Plans

“We Don’t Want To Be A Token Buy”: Inside TripleLift’s Australia Plans

With the move away from third-party cookies, the push for first-party and the rise of CTV, the digital advertising industry currently experiencing a number of seismic shifts simultaneously.

But even with all of these changes swirling around, there is one thing that has remained constant – the need for good ads.

This is something that native advertising company TripleLift is hoping to tap into around the globe, with the company recently announcing its expansion into APAC.

Founded in 2012, TripleLift launched with the goal of improving the programmatic ad experience for users.

While walled gardens such as Facebook and Google were able to deliver seamless in-feed ad units due to their sheer scale, the rest of the internet was filled with ads that did not provide this same level of user experience.

TripleLift provides publishers with custom native templates that match the look and feel of the site and, in turn, improve the performance of the programmatic ads that are served.

“We’re here to grow the market,” TripleLift’s managing director APAC Henry Shelley told B&T.

“Our business is built around working out how we can help publishers monetise their audience better.”

The Australian play

While the launch of the APAC office solidifies TripleLift’s commitment to the region, many Australian users would have already encountered the company’s products in action.

TripleLift currently works with  70 per cent of the top 50 comScore publishers and has grown APAC publisher partnerships by 250 per cent over the past two years.

Shelley attributes TripleLift’s Australian growth thus far to the performance of its native exchange and “word of mouth” among local publishers.

Now, with salespeople on the ground in the local market, Shelley hopes advertisers will integrate TripleLift more deeply into their campaigns.

“We don’t necessarily want to be just a token buy on a media plan,” he said.

“We think that we’ve got a really good product, that should inform buyer behaviour, perhaps a bit more than it does at the moment.”

What about cookies?

With an M.O. for improving the performance of advertising units, Google’s decision to deprecate third-party cookies on Chrome means TripleLift is now looking at what’s next for the industry.

“From an engineering perspective, we’re making the investments that we’ll need to ensure that we’re interoperable with the different solutions that come along over the next couple of years,” said Shelley.

“That’s an investment on our side.”

Shelley also confirmed TripleLift is “actively working” to implement the Unified ID Solution 2.0 to support targeting and measurement use cases for its partners.

With the Unified ID 2.0 just one of many cookieless solutions to have popped up over the past 18 months, Shelley warned advertisers will need to take a “portfolio approach” when it comes to integrating these solutions.

Whatever the ‘cookieless future’ ends up looking like, Shelley is confident that TripleLift will be largely unaffected by the changes.

“We’re not an audience type buy,” he said.

“We work with publishers to make the actual user experience better for a consumer. Agnostic of anything about that consumer. There’s no data play there.

“We need to make the adequate investments and we need to be a good partner, but we also think there’s a lot advertisers can be doing around looking at the creative messaging they’re using.”


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