Adelphic, a mobile and cross-channel demand-side platform (DSP), on Monday announced a partnership with TripleLift, a programmatic native technology company. The partnership will provide ad buyers access to native inventory sources across all display channels. It will enable buyers to use Adelphic’s targeting, optimization, and cross-channel capabilities to serve native image, video, and cinemagraph based ads via a self-serve workflow.
“TripleLift is the first native partner to be featured in Adelphic’s self-serve native workflow, which unifies programmatic native supply for our buyers so that they can plan, forecast, target, and report for mobile and cross channel campaigns,” Gina Kim, head of partnerships of Adelphic, told Real-Time Daily via email. The goal, she said, is to have ad buyers achieve “better returns, more efficiently, using a format that already fuels high audience engagement."
Within the next five years, it’s estimated that native ads will comprise nearly three-quarters of all display ad revenue in the U.S., driven in large part by developments in programmatic technologies that make the format more scalable. According to data from TripleLift, advertisers have seen up to a 100% percent increase in click-through rates, three-times higher brand awareness, and 250% higher engagement when using native vs. traditional display formats.
TripleLift is known for serving non-intrusive ads within the flow of content, which ensures that there are fewer accidental clicks. The upshot is that Adelphic customers can be more confident that their clicks are from real consumers who have expressed interest.