Founded in 2012 by CEO Eric Berry, TripleLift is a programmatic advertising company that invents new ad formats and builds two-sided marketplaces to monetize publishers. The company rose to leadership in native programmatic advertising and expanded into display and video; it is now commercializing Connected TV products. TripleLift works with more than 80% of the comScore 100 publishers, 100% of the Top 20 DSPs and 100% of the AdAge Top 100 advertisers. Last year the company handled over 40 trillion ad transactions across desktop, mobile and connected television. The firm intends to use the new funding to accelerate global growth. Eric Berry will remain CEO and stay on the board. TripleLift develops programmatic native ad technology that automates the rendering and delivery of in-feed native ads for publishers. Led by CEO and Co‑Founder Eric Berry, the company operates a native ad exchange. Founded in 2012 and based in New York, TripleLift has partnered with more than 1,500 premium publishers, including Conde Nast, The Atlantic, and Hearst Newspapers. The company plans to use new capital to expand its native ad exchange and scale its team. It intends to grow headcount from about 50 to more than 100 employees. The recent financing is intended to support those product and growth initiatives. TripleLift converts brands' existing visual assets into native ads and optimizes which images perform best across placements. The product uses computer vision and dynamic templating to render image-centric ads that match publisher sites rather than traditional banners. The company has shifted from creating standard banner ads to building what it calls an industry-first, purely RTB-based native exchange. Advertisers cited in the article include Gap, General Mills, Kohler, and Nissan. TripleLift says it will invest heavily in engineers, analysts and significant hardware to support its technology. The company announced a $4M Series A and previously raised a $2.1M seed round. TripleLift monitors brand content across major publications and social sites like Pinterest, Facebook, Tumblr and Instagram and collects more than 10 million engagement points per day. It automatically inserts trending images into standard banner ads and uses technology such as face detection and color analysis to crop images so differing sizes and proportions look good together. The company was founded a year ago by Ari Lewine, Eric Berry and President/CTO Shaun Zacharia, who previously worked at AppNexus. TripleLift has already run campaigns for clients including Martha Stewart, Gucci, H&M and Puma. Today the data side of the business primarily powers its advertising product rather than being sold as standalone analytics. The founders say analytics features may be expanded over time as the company grows.

Total raised

$17M

Funding rounds

4

Latest round

Series B

Latest activity

Jun 2015