Yahoo DSP & TripleLift Expand Creative Innovation in Native and CTV

NEW YORK, Sept. 23, 2025 /PRNewswire/ -- TripleLift, the world's leading creative SSP, today announced that Yahoo DSP buyers now have access to TripleLift's full suite of high-performing native and high-impact Connected TV (CTV) formats including Pause Ads, fundamentally changing how campaigns can engage audiences across the open web. 

This integration brings specialty native formats to Yahoo DSP that have proven their worth in the market, providing advertisers with a smarter and faster way to scale across trusted publishers. According to TripleLift's proprietary eye-tracking studies conducted from 2020-2025, scroll and carousel formats generate six times more time spent than standard banners, while cinemagraph increases purchase intent by 6.4 times over industry benchmarks. These aren't incremental improvements but transformational shifts in campaign performance.

In addition, advertisers can now activate Pause Ads as seamlessly as any other CTV campaign while benefiting from creative solutions provided by TripleLift at no additional cost. According to TripleLift propriety data, Pause Ads achieved 34% ad recall rate compared to standard video ads, further highlighting the effectiveness of this format. 

Chandra Cirulnick, Vice President of Global Supply Partnerships at Yahoo DSP shared: "Integrating TripleLift's high-impact native, retail media and CTV formats doesn't just expand our inventory; it's a direct initiative aimed at user engagement. By continuously innovating our offerings, we deliver a competitive advantage that directly impacts campaign ROI and unlocks new possibilities for our buyers."

The timing matters. As attention becomes the scarcest commodity online, creative quality has emerged as the primary differentiator. When Nielsen research shows that 86% of a brand's sales lift comes from creative quality, having access to formats that seamlessly blend into publisher environments while maintaining brand impact becomes essential.

For the first time, buyers can also access SKU-level retail media formats through this partnership, bringing product-specific creative to life with dynamic templating and real-time updates. This capability transforms how brands connect with shoppers across the digital ecosystem. Note: this capability is dependent on catalog and assets availability.

Sofia Rabellino, SVP Business Development at Triplelift added: "The future of programmatic lies at the intersection of advanced targeting and creative technology. This partnership with Yahoo DSP proves that when you combine precision audience delivery with innovative formats that genuinely captivate consumers, you create advertising that people actually want to engage with."

The operational reality is equally compelling. New and seasoned users benefit from simplified workflows that make launching these advanced formats straightforward. 

This partnership signals a broader industry evolution where creative technology, not just targeting precision, drives campaign success. For Yahoo DSP buyers, the question isn't whether to explore these new capabilities but how quickly they can implement them to stay ahead of shifting consumer expectations.

For more information check out the Yahoo DSP and TripleLift websites. 

About Yahoo DSP

‍‍For 30 years and counting, Yahoo has served as a trusted guide for hundreds of millions of people globally, helping them achieve their goals big and small online through our portfolio of iconic products. For advertisers, Yahoo offers omnichannel solutions and powerful data to engage with our brands and deliver results.

About TripleLift

TripleLift is the world's leading Creative SSP, transforming standard ad placements into high-performing, scalable experiences across desktop, mobile, CTV, and Retail Media. The company's integrated platform seamlessly unites premium supply, creative technology, and data into one cohesive programmatic solution.

Through its focus on creative excellence, TripleLift empowers publishers, drives better outcomes for advertisers, and builds superior experiences for consumers, delivering value across the entire digital advertising ecosystem.

As part of the Vista Equity Partners portfolio, TripleLift is NMSDC certified, qualifies for diverse spending goals, and remains deeply committed to people, culture, and community. The company is headquartered in New York, with offices worldwide. Learn more at TripleLift.com.

SOURCE TRIPLELIFT