WALTHAM, Mass., Oct. 31, 2016 /PRNewswire/ -- Adelphic, the leading mobile and cross-channel demand side platform (DSP), today announced a partnership with TripleLift, the largest programmatic native technology company. Together, they will provide ad buyers access to native inventory sources across all display channels. Buyers will be able to leverage Adelphic's leading targeting, optimization, and cross-channel capabilities to serve native image, video, and cinemagraph based ads in a fully self-serve workflow.
Within the next five years, native advertisements will comprise nearly three-quarters of all display ad revenue in the U.S., driven in large part by innovations in programmatic technologies that make the format more scalable. Native delivers a better experience for consumers, which can drive marketers' ROI. According to data from TripleLift, advertisers have seen up to a 100 percent increase in CTR, three-times higher brand awareness, and 250 percent higher engagement when using native as opposed to traditional display formats.
"Native has become a rapidly growing advertising strategy, particularly in mobile, where its success has been proven to drive increased consumer engagement," said Katie Glass, Head of Programmatic Partnerships at TripleLift. "As a mobile-first DSP with cross-channel technology, Adelphic provides ad buyers a unique opportunity to leverage that increased engagement wherever audiences are consuming content."
TripleLift's native ads create more meaningful user engagement and a better consumer experience. TripleLift serves non-intrusive ads within the flow of content, which ensures that there are fewer accidental clicks. This means Adelphic customers can be confident that their clicks are from real consumers with interest. With better and more integrated advertising experiences, consumers are not pushed to employ ad blockers.
"Adelphic is excited to partner with TripleLift as we enhance our native offering to provide our customers with a robust set of tools that enable planning, forecasting, targeting, and reporting that empower our clients to scale their native campaigns," said Gina Kim, Head of Partnerships of Adelphic. "This partnership will undoubtedly bring our customers new formats and tactics to drive brand advertising."
This is the fifth new partnership for Adelphic since June - building on their more than 40 inventory, data, and ad tech ecosystem integrations as they continue to expand both the depth and breadth of the platform.
TripleLift makes native programmatic simple, scalable, and effective. Leveraging pioneering computer vision technology, TripleLift seamlessly transforms content like images, video, and cinemagraphs into engaging in-feed native ads that match the unique look and feel of a publisher's website. Accessible via the industry's first real-time, native programmatic exchange, TripleLift helps marketers reach millions of consumers across any device, at scale. Since 2012, TripleLift has delivered meaningful results for some of the world's biggest brands through what it calls the next evolution of display advertising. TripleLift was named 212 NYC and The New York Times Ad Tech Startup of the Year, and joined Forbes list of Most Promising Companies in America in 2015. For more information, please visit www.triplelift.com.
Adelphic is the leading mobile and cross-channel demand side platform. Adelphic provides an enterprise-ready software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers on the move. The company's platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic's patented technology overcomes the limitations of user identification in mobile and across networked devices, yielding rich, nuanced portraits of real consumers. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. For more information, visit adelphic.com.