TripleLift, a supply-side platform (SSP) for native advertising, on Thursday announced it has closed a $10.5 million Series B round of funding led by Edison Partners.
TripleLift plans to expand its platform and native ad exchange into new international markets. Ari Lewine, co-founder and chief strategy officer of TripleLift, told Real-Time Daily that the company plans to grow into Europe, Asia-Pacific and Latin America.
The “expansion” plan is not just geographic, however. Lewine says the company hopes to double its client base from 1,500 publishers to over 3,000. TripleLift also intends to double its headcount by this time next year, jumping from 50 employees to over 100.
“In-feed native ads transacted programmatically is emerging as the first step in a meaningful evolution of the display advertising market,” asserted Eric Berry, CEO and co-founder of TripleLift, a in a prepared statement. Lewine shared similar sentiments with Real-Time Daily, noting that “native has moved [beyond being] a buzzword.”
Last year year, TripleLift partnered with some of the biggest names in ad tech, including MediaMath, Turn, AppNexus and The Trade Desk. The company also landed Condé Nast’s Food Innovation Group as a client earlier this year, a group comprised of Bon Appétit, Epicurious and a slew of partner sites.
The native ad company had previously raised $2.1 million in a seed seed round and a $4 million Series A round. The latest round brings TripleLift’s total funding to $16.6 million. Edison Partners joins existing investors True Ventures, iNovia Capital, Laconia Capital and NextView Ventures, per a release.