TripleLift delivers technologies that drive success for publishers through consumer-centric ad experiences. Premium publishers are focused on monetizing their high-value native ad inventory with branded content, in-feed native ads, outstream and more. Apex is the first Native Server-Side Header Bidding solution purpose-built to serve and optimize these high-value placements. Apex focuses on how the ads look and feel within publisher content ensuring that the highest quality placement serves to the user in addition to maximizing yield for the publisher.
This gives publishers the tools to maximize their native inventory with transparency, speed, and ease.
Publishers face challenges in building a new, native ad stack for holistic yield management. In the native ad ecosystem, each native demand source may have different sizes, formats and templates – unlike the display ecosystem where supply side platforms (SSPs) effectively serve as commoditized conduits for fungible demand. This creates challenges for publishers who have to create and manage unique templates for each native demand source.
“As a long time partner of TripleLift, we’re excited to be a part of the Apex launch. Native template management and optimization built on proven technology allows us to scale our native monetization much more quickly.”
— Erik Requidan, VP of Sales and Programmatic Strategy, Intermarkets.
Apex makes it possible to create a fully unified auction. The highest bid from each sources is considered, with the highest bid winning and paying the price that was bid. Additionally, in the native ecosystem, publisher sold branded content campaigns should compete for the same inventory as third party native programmatic demand, and Apex is the first solution to offer this. A first-price auction gives the publisher the best opportunity to improve yields, while giving the buyer an accurate win (or loss) based on the price they bid rather than a seemingly arbitrary second-price.
To meet the needs of consumer expectations, Apex only delivers the most respectful ads for consumers. This furthers the mission of many publishers to keep user attention on their content while still allowing for advertiser monetization. TripleLift believes that when native placements are properly valued in the marketplace, other placements will ultimately become obsolete.
“We really appreciate the direction TripleLift is going with Apex. Our partnership with TripleLift has allowed us to commit to respectful native ads and introducing a server-side solution really raises the bar.”
— Brendan Cleary, The Guardian US
In creating Apex, TripleLift saw a tremendous opportunity to improve native, to rethink publisher monetization, and to create an improved experience for the consumer, while fulfilling all of the immediate publisher needs. This allows native programmatic to leapfrog display by selling fairly-priced inventory for the most valuable formats and placements in an open ecosystem. This also gives publisher more complete tools to automate and control the marketplace for all of their native inventory. And this also aligns nicely with the TripleLift mission that includes making the web better for consumers.
Publishers interested in Apex can contact us now for further information.