TripleLift Unveils TripleLift Audiences, A Cross-Site Targeting Solution Without The Reach Limits And Data Costs Of ID-Based Alternatives
Made possible by TripleLift’s acquisition of the first-party data platform 1plusX, TripleLift Audiences is a unique offering that delivers cross-site audiences without the use of cross-site identifiers. Across brands and verticals, testing has shown that TripleLift Audiences regularly matches or exceeds the performance of cookies, delivering a broader reach, not limited by browser or device. Through TripleLift Audiences, campaigns can perform at scale across the premium web without having to worry about the fate of third-party cookies or rising data fees.
Commenting on the timeliness of TripleLift’s solution, Raptive’s chief strategy officer, Paul Bannister said: “Google’s most recent delay to third-party cookie deprecation is only a small lifeline for publishers and advertisers that haven’t fully adopted new cookieless solutions. Cookies are going away, and getting ahead of that deadline with solutions like TripleLift Audiences is a critical part of readiness.”
Less cost, greater reach, and performance
Unlike other targeting solutions in the market today, TripleLift Audiences adds no extra costs, resulting in significant return of funds to advertisers’ ad budgets which were previously dedicated to buying targeting segments. By switching to TripleLift Audiences, advertisers have the potential to refocus this budget toward lowering their effective CPMs or dedicate more of their budgets to working media.
Additionally, TripleLift Audiences is incredibly easy-to-use as it leverages the same deal-based buying mechanisms that advertisers are used to via the buyer’s DSP of choice. Switching to TripleLift Audiences does not require extensive training or learning curves, meaning that campaign success can be achieved almost from day one of the introduction.
TripleLift Audiences works in every browser environment, whether an ID is present or not. According to a recent report conducted by TripleLift and published in association with AdAge, 47% of the open web doesn’t have an ID. Despite this, almost all other targeting solutions rely on the presence of an ID, which results in the inability for advertisers to effectively target their audiences. TripleLift Audiences closes this gap by ensuring that targeting can be leveraged across the entire web. The result? Massive potential gains in incremental audience and reach.
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A new signal for success: TripleLift Audiences’ technology
Unlike traditional audience targeting solutions, TripleLift Audiences leverages Artificial Intelligence that powers the first-party DMP 1plusX to build cross-site audiences at the content level, ensuring more durable and privacy-friendly targeting strategies. Then, combining insights from content across the web with first-party user engagement patterns, TripleLift Audiences predicts audience segments for impressions lacking IDs or for those with newly observed IDs. This results in TripleLift Audience’s unique ability to predict cross-site audience memberships based on the content being consumed, even in the absence of IDs.
These capabilities allow TripleLift Audiences to analyze content and user interactions on a per-publisher basis in real-time, creating audience segments based on content engagement rather than intrusive tracking methods. The technology also ensures segments are updated in real-time based on consumer behavior, offering up-to-date data, maximized scale, and improved relevance. TripleLift Audiences optimizes the data supply chain for a modern, privacy-forward, first-party data powered open Internet.
This revolutionary approach enables:
- Scalability and audience reach, increasing the potential scale for targeted audiences in ID-constrained environments compared to traditional methods
- Improved privacy protection for consumers and advertisers alike compared to traditional models
- First-party data matches and lookalikes – TripleLift Audiences can find exact matches of customers based on RampID or ID5 IDs. Additionally, TripleLift Audiences can do this across all publishers simultaneously
- Incredible ease-of-use and – we will say it again – the elimination of data fees
Over 50 major brands are already tapping into the power of TripleLift Audiences. “What convinces advertisers to trial TripleLift Audiences is the incredible ease-of-use,” explained Dave Clark, CEO of TripleLift. “The death of the cookie has many concerned that new targeting solutions will add extra cost or complexity to campaigns, but TripleLift Audiences has removed this fear while simultaneously expanding potential for greater efficiency and reach.”
TripleLift Audiences is now available in the US with rollouts expected in Australia, Canada, France, Germany, and the United Kingdom later this year. To learn more, visit https://triplelift.com/products/audiences-advertisers/
About TripleLift
We’re TripleLift, an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the world’s leading brands find audiences across online video, connected television, display and native ads. Brand and enterprise customers choose us because of our innovative solutions, premium formats, and supportive experts dedicated to maximizing their performance. We are part of the Vista Equity Partners portfolio. As an NMSDC certified minority owned business, we qualify for diverse spending goals and are committed to economic inclusion. Find out how TripleLift raises up the programmatic ecosystem at triplelift.com.
Equativ Partners with IRIS.TV for Enhanced Contextual Ad Targeting
The world’s top independent ad platform, Equativ, has officially partnered with IRIS.TV, the only data platform designed specifically for organizing, connecting, and enabling video-level data. Through the collaboration, a new marketplace will be able to provide brand-appropriate, contextual ad targeting for online video and CTV advertising using IRIS_ID’s smart content identifier, IRIS.TV. Equativ takes pride in its brand- and privacy-safe approach to optimizing ad impact while upholding customer rights. Media buyers will be able to use publisher-declared content, AI-assisted contextual targeting, and metadata. It will guarantee that advertisements are shown next to the content that is most appropriate for their audience and brand,
What is IRIS_ID?
For video-level data, IRIS_ID is a global content identifier. Outside of fenced landscapes, it is utilized by the IRIS.TV Contextual Video Marketplace to enable marketers to target the topic of video across any screen in real-time and at scale. An IRIS_ID is given to a video when it is ingested into the IRIS.TV Contextual Video Marketplace. After that, this identifier is sent to several data partners via the bid stream, where they utilize it to evaluate the video content and supply contextual information. Buyers use this information to assess whether inventory is appropriate for a particular campaign. IRIS_ID is a useful tool for publishers as well as marketers. It benefits publishers by acquiring more revenue from their video content and enables marketers to reach their target audiences with relevant ads.
Premier Full-Stack Integration for contextual targeting
It is IRIS.TV’s first full-stack partnership. Equativ’s advanced ad server, supply-side, and demand-side platforms (SSP and DSP) can now use granular video-level data thanks to the partnership with IRIS.TV. Equativ will establish a new marketplace through direct integration where publishers will have easier access to demand from media buyers and be able to easily integrate the IRIS_ID to provide contextual ad targeting that is appropriate for brands for online video and connected TV (CTV) inventory. By leveraging comprehensive insights about on-screen digital content, the smart content identifier facilitates secure data sharing and makes it simple to effectively drive relevant advertising.
Benefits of the partnership
- Simplified and safe revenue generation- The IRIS_ID gives publishers a shared data signal that they can use to boost CTV and video ad revenue while keeping strict control over their priceless assets.
- Smart contextual targeting- Ads are positioned next to content that is most appropriate for their audience and brand when media buyers use AI-assisted contextual targeting, which is twice as effective as demo and publisher-declared content metadata.
- Scalable deal configuration- This refers to the flexible ability to optimize and arrange multi-publisher deals in the manner that buyers desire. This is all while creating distinct deal IDs that are easily obtainable by any DSP of their choosing.
- Strict guidelines- Data management procedures adhere to the same standards as large display advertising. These include brand suitability segments created in accordance with the Global Alliance for Responsible Media (GARM) framework. Furthermore, it ensures compliance with the Video Privacy Protection Act (VPPA).
Read More: Equativ Partners with Utiq for Ethical Programmatic Marketing Practices
Privacy-by-design solution for publishers
The privacy-by-design solution offered by IRIS.TV enables publishers to safely share video-level insights with advertisers. It assigns an IRIS_ID—a universal content identifier—to each video after seamlessly ingesting and normalizing all of the metadata for that video. Data partners have access to this IRIS_ID. These include Pixability, Oracle Advertising, and GumGum’s Verity for advanced enrichment and segmentation that is enabled by AI frame-to-frame analysis. Publishers can pass the IRIS_ID into the bid stream through Equativ’s platform. It will allow flexible programmatic transactions via direct, private marketplace (PMP), and pre-bid deals.
Deprecation of third-party cookies
This collaboration occurs at a time when persistent changes in data access and usage are shaking up conventional methods of digital media buying and monetization. The impending removal of third-party cookies in 2024, along with growing data privacy regulations, is making more contextual-based solutions necessary. Contextual approaches that can provide consumers with more engaging and privacy-compliant ads are becoming more and more popular. Brands, agencies, and advertisers are realizing how important it is to investigate alternative data sources. This is especially true in the rapidly expanding CTV space.
Here’s what they said
Sean Holzman, EVP, Ad Platforms and Agencies at IRIS.TV commented,
Accessing content data at the video level has been a major challenge for many contextual intelligence solutions looking to enter the video and CTV arena. The IRIS_ID is engineered around solving this issue and supporting an open ecosystem where video owners, distributors, and advertisers can tap detailed video-level data to deliver the right ads in the moments that matter. By integrating the IRIS_ID with Equativ, we look forward to providing advanced ad decisioning capabilities that are unique in the marketplace. This integration will also enable players across the industry to access and connect to high-value and privacy-centric data. This access will help them achieve deeper audience understanding and, ultimately, provide a better user experience.
James Grant, SVP and Head of Agency & Enterprise CTV Partnerships at Equativ added,
Maintaining addressability is essential to not only accelerate growth in the CTV space but also help protect its future viability. While subscriptions are becoming an important element of monetization strategies, the exploding popularity of FAST platforms means there is a growing need for technologies that help supply and demand side players connect and trade efficiently. We are committed to constantly honing and extending our CTV capabilities, developing contextual and curation tools that fuel greater yield without relying on cookies, and moving to become an ID-agnostic platform. Working with IRIS.TV to access content signals via the IRIS_ID is the next phase of that progression, which will bring a rich new avenue of data to make ads even more impactful.
Read More: Equativ Incorporates NinaData for Enhanced Contextual Targeting