You can’t stop progress, as they say.
Now a new offering from TripleLift will help brands as big as Microsoft buy native advertising via a DSP.
TripleLift said this week that it is now working with the world’s leading DSPs to launch what it calls the first-ever RTB-based platform for buying premium, in-feed native advertising at scale, across all devices.
“This is the first time that a DSP, using its existing media-buying infrastructure, can buy native ads at scale,” said Eric Berry, CEO and Co-Founder of TripleLift.
“Media buyers can use sophisticated buying platforms to leverage existing algorithmic optimizations and audience data for native advertising,” Berry explains. “This fundamentally changes native advertising into an ecosystem that delivers against and meaningfully outperforms existing KPIs without requiring any special integrations or workflows.”
How to truly scale native advertising? TripleLift’s platform can grab a single creative asset and then render “thousands of unique ad executions that match a website’s distinct format and layout.”
How it’s done is both art and science, it appears (i.e., proprietary techniques such as computer vision and dynamic templating tools).
TripleLift also let it be known that the Microsoft Store was the first brand to advance a native advertising campaign using a DSP.
The company claims that so far, the Microsoft Store has experienced a 475 percent ROAS (unadjusted) for its native RTB campaign, and an additional 40 percent boost in revenue from native prospecting.