TripleLift, a leading advertising technology company, has officially announced the launch of a new advertising solution called TripleLift Audiences, which is designed to help advertisers reach customers on the open market. Supported by TripleLift’s acquisition of the first-party data-platform 1plusX, the stated solution comes bearing an ability to deliver cross-site audiences without the use of cross-site identifiers. This means campaigns can leverage TripleLift Audiences to scale across the premium web without worrying in regards to the fate of third-party cookies or rising data fees. More on the solution would reveal how, unlike all the other targeting solutions currently available on the market, the one in question here adds no extra costs for users, and therefore, conceives significant return of funds to advertisers’ ad budgets. Furthermore, by embracing TripleLift Audiences, advertisers can seamlessly refocus their budget towards lowering the effective CPMs, or if not that, they can also dedicate more of their budgets to working media. Next up, we must get into the solution’s simple and straightforward nature, which reveals itself once you consider it leverages the same deal-based buying mechanisms that advertisers are used to via the buyer’s DSP of choice. Such a setup directly eliminates any need for users to go through extensive training or learning curves. Almost like an extension of that accessibility is the product’s ability to work in every browser environment, regardless whether an ID is present or not. To contextualize the importance of this detail, we must take into account a study where it was discovered that, despite 47% of the open web not having an ID, all the targeting solutions rely on the presence of it. This, like you can guess, orchestrates an inability on the advertiser’s part to effectively target their audiences.
“What convinces advertisers to trial TripleLift Audiences is the incredible ease-of-use,” said 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.”
Another way through which TripleLift’s latest brainchild stands out from the pack is rooted in its promise of using artificial intelligence to power the first-party DMP 1plusX, and therefore, build cross-site audiences at the content level, thus ensuring more durable and privacy-friendly targeting strategies. After doing so, the solution combines insights from content across the web with first-party user engagement patterns to predict audience segments for impressions lacking IDs or for those with newly observed IDs. The stated maneuver allows for it to predict cross-site audience memberships based on the content being consumed, even in the absence of IDs. Joining the same would be the TripleLift Audiences’ knowhow when it comes to analyzing content and user interactions on a per-publisher basis in real-time and creating audience segments based on content engagement rather than intrusive tracking methods. On top of that, the technology also treads a long distance to ensure that the conceived segments are updated in real-time based on consumer behavior. This it does to offer up-to-date data, maximized scale, and improved relevance. In case that didn’t sound impressive enough for you, then it might be worth your while to know that TripleLift Audiences can even optimize the data supply chain for a modern, privacy-forward, first-party data powered open Internet.