TripleLift's Berry Works To Scale Native Advertising Through RTB

TripleLift CEO Eric Berry envisions native advertising as the means to unlock the premium programmatic opportunity for brand marketers. Leave it to a lawyer by training, an MIT-trained product guy in practice, and an early employee at AppNexus to solve the challenges of native advertising.

Berry is looking to address an ever-declining ad engagement rate, remedy banner blindness, and help save mobile advertising through a programmatic native ad strategy.  His central tenet is to beautifully integrate visually engaging advertising content into the design of the site or application.  

Earlier this week, a study reported that 22% of marketers believe all online ads will be native in the future. Furthermore, the study found that text on publisher pages is expected to reduce in half as our connected devices move to image- or video-based sites. With this data, it’s hard to argue that Berry isn’t on to something.

TripleLift leverages existing RTB pipes, so DSPs can use the current bidding infrastructure for optimization, cookie-targeting, and user-based bidding valuation to scale across all screens and formats.



The native RTB secret sauce is computer vision and real-time rendering technology that formats brand’s content to match the unique look and feel of each website automatically.  Since publishers and brand advertisers spend a lot of money on their content, the technology mutually satisfies both brands and publishers to put their best images in front of the consumer in a simple, elegant and integrated way.  

Berry’s technology scans the publisher’s site to understand the format and design in order to integrate the brand advertiser’s content into the layout.  In order to deliver the native ad cross-platform, the software reads the image and makes content-aware adjustments to scale across mobile, tablet, web and soon, wearables.

But brand advertisers would also like their unit to stand out and gain the attention of the consumer, so TripleLift offers its publishing partners a tool to control the look and feel of the ad templates.

Native advertising has everyone’s attention due to its increased click-through rates, but other analytics are necessary to judge brand success in premium placements. TripleLift’s technology tracks consumer engagement to understand how clicks and shares translate into sales.

A marketing technology solution marrying brand images with publisher sites via premium programmatic may very well be the key to make native advertising scale. As we change to a more visual web environment, it may take the mind of a lawyer-technologist to ensure this premium native programmatic solution will earn revenue for both the advertiser and the publisher.

4 comments about "TripleLift's Berry Works To Scale Native Advertising Through RTB ".
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  1. Anni Paul from BoscoSystems, August 5, 2014 at 6:37 p.m.

    This has been an awesome year for mobile ad optimization resources. They keep getting better and more far sighted, as illustrated by your piece on TripleLift as well as other established ad platforms like Tapjoy, Airpush (with Share of Voice ), etc... Good stuff!

  2. Skip Brand from bbd (branding big data), August 5, 2014 at 6:56 p.m.

    Anni Paul, You are right we have had some great companies and innovations as the premium programmatic markets and exchanges begin to open and work more like our financial systems. Stay tuned from some big leaps in thinking, technology and service --especially in mobile. I personally predict PaaS (Platforms-as-a-Service) to start taking off. I am a huge fan of "premium native programmatic" developing like Berry's company.

    Enabling interoperability by the bigger players as well as private exchanges plus more open environments are starting to happen making the developer side of Ad Tech much easier and open for more innovation.

  3. Hayley Pearce from AppLift, August 7, 2014 at 10:29 a.m.

    AppLift recently invested in PubNative, the first mobile publisher platform fully focused on native advertising for apps and mobile web. Customization, analytics ands scalability will be the biggest challenges where mobile native ads are concerned. In terms of the former, we believe that positive user experience is best maintained through the creation of completely unique native ads rather than UI automation. Therefore we offer 25+ building blocks, available through an API (with no SDK required), so developers and publishers can match ads in form and context, whatever their vertical.

  4. Julie Sab from ABA, August 9, 2014 at 2:36 a.m.

    There has been a lot of speculation about native. Mainly having to due with ad tracking and substantiating value, overall. In short...aren't most placements simply rich media. And if any native company cannot track them's a red flag?

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