TripleLift Announces New Audience Targeting Solution Powered By First Party Data

TripleLift, the ad tech platform elevating digital advertising across every screen, today announced the release of a new targeting solution effective in cookie-constrained environments for both publishers and advertisers. Early testing shows that this first-party data approach exceeds industry benchmarks and is both a current complement and eventual replacement for traditional third-party cookie uses.

For more than 25 years, the advertising industry has relied on third-party cookies to reach users as they browse the Internet, but only 53% of impressions successfully use them to serve ads today, after actions taken by browser owners such as Apple (Safari) and Mozilla (Firefox). After Google (Chrome) follows suit, cross-domain IDs will account for less than 20% of total ad impressions. This result means a reduction in efficiency for the digital media ecosystem, especially for publishers that are rapidly losing the ability to monetize their content.

TripleLift’s solution, called TripleLift Objects, replaces third-party cookies with first-party data. The data comes from publishers who agree to participate in the program because it allows them to regain the ability to locate addresses lost due to cookie rejection and restore control over their data. The company was able to make this offer for two reasons. First, it looks at trusted relationships with publishers that, built over a decade, provide integrated native advertising solutions. Dozens of publishers participated in tests that evaluated the solution’s functionality and effectiveness. Monday:
it leveraged Zurich-based acquisition of DMP 1plusX in 2022 to create the framework for the sophisticated technologies, data protection and privacy standards needed to shape a viable approach competition for first-party data segments.

“1plusX is the platform that powers TripleLift Audiences,”

“We are using that technology to build segments from our publisher’s first-party data that we can make available to our advertisers. We’re achieving better results but without the cookie.”

Dave Clark, TripleLift CEO.

Since early 2023, TripleLift has been testing the effectiveness of publisher first-party data addressing. 33 publishers participated in the test, including AccuWeather, Chegg, Mediavine, and TEGNA. To date, this test has included 3 billion daily ad impressions with no third-party cookies. Audiences can be divided into 300 contextual and behavioral audience segments such as baking enthusiasts, football fans, and family travel planners. By the second half of this year, there will be more than 600 predefined segments, as well as custom audience segments created by customers, capable of creating an almost unlimited number of addressable groups.

Initial results from TripleLift Audiences show a 5x improved auction win rate, meaning publishers can earn more and advertisers can gain more from their results. them when more impressions serve on addressable inventory. These advertisers then see greater performance in the form of 20% higher viewability and 8% higher video completion rates than first-party data-free performance.

“We have built the industry’s best offering of premium creative formats and quality media inventory,”

“Now we’re applying our first-party data solution that allows us to help that media work smarter and drive ROI. It’s a breakthrough for the industry that is now available for use by all of our customers.”

Airey Baringer, Vice President of Product Management at TripleLift.

TripleLift Audiences is unique in that it provides a scalable solution for advertisers while allowing publishers to choose and control how their data is used. Traditional third-party cookie targeting works by dropping a pixel on users, allowing advertisers to track them across the web. The TripleLift solution handles audience by publisher, allowing buyers to reach audiences previously unavailable on cookie-free browsers while ensuring that publishers retain control of their own data.

“We do not take signals from one publisher and use them to sell media on other sites,”

“This helps us ensure that publishers maintain and even increase control over their own content and monetization efforts.”

Airey Baringer, Vice President of Product Management at TripleLift.

Advertisers are increasingly trying to access publishers directly to access effective targeting data. But this is a difficult process to scale, as it requires contracting individual inventories and then validating data quality with each publisher. TripleLift’s solution enables this same movement programmatically, making it both streamlined and scalable. It complements publishers’ direct selling advertising business by helping to fill unsold inventory by leveraging first-party data.

“This solution gives publishers control, allowing us to deliver effective addressable ad inventory for brands. That level of control is critical to our future success,”

“Having the opportunity to be an early partner and collaborator in TripleLift Audiences has relieved a lot of uncertainty regarding what digital advertising will look like over the coming years.”

Stephen Mummey, SVP Digital Ad Revenue & Technology at AccuWeather.

“High quality, first-party data creates long-term sustainability for advertisers,”

“The future of the open internet will rest on the ability of advertisers to work with publisher data sources to drive reach and performance, while keeping data costs low.”

Chris Fehrmann, VP of Digital Products at TEGNA.

TripleLift Audiences is available in North America. The company plans to roll it out to other publishers and countries in the future.