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.
TripleLift’s First-Party Data Targeting Solutions Shines Sans Cookies
TripleLift, the ad tech platform boosting digital advertising across all screens made the first-ever large-scale test findings public, demonstrating the effectiveness of its recently announced first-party data targeting solution throughout the web. This includes cookie-restricted settings too. Results reveal that when a third-party cookie was not accessible, the offering significantly improved results for both advertisers and publishers. It also states that first-party data outperforms both cookie and non-cookie buys.
The solution, known as TripleLift Audiences, is especially successful in tackling approximately 50% of the internet that already works without cookies. Furthermore, it forges a new path as the sector gets ready for additional addressability disruptions in 2024. Currently, cookie-free environments account for 47% of all ad requests worldwide. Beginning in January 2024, Google is planning to phase out the use of third-party cookies throughout the whole ecosystem of its Chrome browser. About 90% of the open web will no longer be reachable in this way as a result of this change.
Advertiser Results
The outcome presented in collaboration with a significant international advertiser in consumer electronics demonstrated higher performance for impressions enhanced with publisher first-party data. When compared to impressions without first-party data, but with a combination of third-party cookies and no cross-domain identifiers, the advertiser obtained a 33% reduced cost-per-click. With delivery and analysis of 230 million impressions, the test was carried out on a large scale.
How publisher first-party data works
Since TripleLift Audiences’ introduction in June of this year, numerous brands and agencies have conducted sponsored campaigns utilizing its first-party data segments. This method produces curated segments utilizing publishers’ data to identify and reach audiences on their own websites, as opposed to placing cookies on visitors and tracking them throughout the web. With more than 10,000 sites now signed up, this method of quality targeting covers 800 contextual and behavioral audience segments. Furthermore, it also covers 30 billion daily ad impressions without the need for third-party cookies.
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Publisher results
The test showed improvement for publishers as well, with CPMs rising by 26%. Publishers may now re-offer those views through first-party data targeting thanks to TripleLift Audiences. It enables them to monetize content that they were unable to target previously due to third-party cookie deprecation.
Due to two factors, TripleLift has been able to offer this service. First, it used the Zurich-based DMP 1plusX it acquired in 2022. It did so to build the advanced technology, data protection, and privacy requirements needed to develop a workable first-party data segmentation strategy. Second, it used its established, trustworthy connections with publishers to create integrated native ad products. Publishers and advertisers in the U.S. can both use TripleLift Audiences at the moment. In 2024, it will launch in European markets.
Here’s what they said
Ed Dinichert, Chief Revenue Officer at TripleLift said,
We have been discussing the coming cookie-pocalypse as an industry, but often forget that almost half the internet is already unaddressable. This is a boiling the frog moment happening right before our eyes. While many ideas have been proposed, there have never been concrete results showing that any one of them can address deprecation at scale – until now. This solution is effective for advertisers today.
Airey Baringer, VP of Product Management at TripleLift added,
First-party publisher data is underutilized in the programmatic ecosystem. TripleLift Audiences enables easy activation of first-party data to improve targeting on every impression, with or without third-party cookies. The data is superior and outcomes are improved for both publishers and advertisers. This is a win-win for the programmatic ecosystem. Publishers win because they monetize more of their inventory, leading to higher effective CPMs. Advertisers win because they can target more efficiently without third-party cookies, leading to lower CPCs and improved efficiency against all post-click metrics.
Paul Bannister, Chief Strategy Officer at Raptive commented,
TripleLift Audiences has enabled us to drive greater monetization of our inventory, putting more money into the pockets of the 5,000+ creators and publishers we work with – and first-party data is unlocking that opportunity. This presents a big advantage for us and other publishers in the ecosystem, and we’re excited to be at the forefront of testing these new cookie alternatives.
About TripleLift
TripleLift is an advertising platform aiming to elevate digital advertising with gorgeous creative, reliable publishers, useful data, and clever targeting. It assists publishers and platforms in monetizing their operations through more than 1 trillion ad transactions each month. The most popular companies in the world use technology to reach consumers through online video, linked television, display ads, and native advertisements. Because of its cutting-edge solutions, first-rate formats, and helpful professionals committed to enhancing their success, brand and enterprise customers choose TripleLift. The company is NMSDC certified, eligible for different spending targets, and is dedicated to economic inclusion as part of the portfolio of Vista Equity Partners.
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