TripleLift, the world’s leading Creative SSP, today announced its comprehensive lineup of innovations and events for the 2025 Cannes Lions International Festival of Creativity under the theme “The Creative Edge: The Future of Advertising Innovation.” The company will showcase significant advancements across Connected TV (CTV), Retail Media, and enhanced creative formats designed to transform how brands connect with audiences.
“Creative technology is the most powerful lever for driving advertising performance, with studies showing that 86% of a brand’s sales lift from advertising is attributed to creative quality,” said Dave Helmreich, chief executive officer at TripleLift. “As the Creative SSP, we’re dedicated to placing creativity at the core of digital advertising while delivering measurable outcomes that benefit publishers, advertisers, and consumers alike.”
CTV Innovation Transforms Viewer Engagement
TripleLift continues to revolutionize the CTV landscape with several key innovations:
DirectTV Pause Ads Beta: As the first SSP to offer fully programmatic pause ads with DirectTV, TripleLift is creating new engagement opportunities during natural viewing breaks. Initial campaigns have shown impressive results with many major brands. A standalone release announcing this innovation can be found here.
TelevisaUnivision In-Show Partnership: Building on the momentum from their recent NewFront announcement, TripleLift is expanding its in-show advertising formats with TelevisaUnivision, enabling brands to reach diverse audiences with seamlessly integrated ad experiences that complement premium content. This is also available on TelevisaUnivision’s streaming service, Vix.
Enhanced CTV Spots: Taking creative technology beyond traditional formats, TripleLift’s Enhanced Spots have demonstrated remarkable performance metrics, with the Product Spotlight format delivering a 72% increase in favorable purchase intent while maintaining high ad likability ratings.
To further the conversation on the importance of creative on marketing and advertising effectiveness, on June 18th at 9:00 am, in Cannes, TripleLift will participate in “The Future Fan Experience: How Creative is the Connective Tissue in the Attention Economy” at Sports Beach. This engaging session will explore how innovative creative technology effectively bridges the gap between brands and audiences in today’s increasingly fragmented media landscape, offering strategies for capturing and maintaining viewer attention through seamless ad experiences that enhance rather than interrupt content consumption.
We’ll start with a fireside chat with TripleLift CEO Dave Helmreich and Paul Rabil, Professional Athlete and Co-Founder of the Premiere Lacrosse League. To follow, an impactful panel discussion to be moderated by TripleLift chief marketing officer, Meredith Brace, with panelists Heather Conneely, SVP of Multimedia Sales, TelevisaUnivision, Amy McDevitt, Sports Brand Partnership Lead, Amazon, Adam Monaco – EVP Sales, Disney Advertising, and Nicolle Pangis, VP of Advertising for Netflix.
Transforming and Expanding the Retail Media Ecosystem
As TripleLift strengthens its position in the rapidly growing retail media space, the Creative SSP will release “The Creative Edge in Retail Media: A Comprehensive Guide” on June 12th, revealing critical insights about the $179.5 billion global retail media market projected for 2025. The report, based on research with 200 US marketing professionals, uncovers a significant industry gap: while 82% of marketers acknowledge that high-quality creative is essential for stronger KPI outcomes in off-site retail media campaigns, the industry continues to prioritize targeting and data over creative excellence.
The research demonstrates that native advertising leads performance rankings with 74% marketer satisfaction and zero reported dissatisfaction, with 71% of marketers planning to increase overall off-site retail media spend. Most tellingly, half of all companies now allocate over 50% of their digital programmatic budget to retail media, signaling the channel’s strategic importance as the third major wave in digital advertising following search and social media. TripleLift is a true leader contributing to retail media transformation and continues to charge forward with a strong and creative approach including:
Branded Case Studies: New success stories that showcase TripleLift’s retail media capabilities, including a full-funnel retail media experience with Stackline (UK).
“At TripleLift, we believe that creativity is essential for delivering meaningful advertising experiences,” said Ed Dinichert, chief revenue officer at TripleLift. “Our innovations across CTV, retail media, and creative formats are designed to help brands connect with audiences in more engaging and impactful ways, driving better outcomes for all stakeholders in the digital advertising ecosystem.”
TripleLift at Cannes: Conversations That Move the Industry Forward
TripleLift will host two impactful events in Cannes including “The Adaptive Leader: Navigating an Era of Perpetual Disruption” on June 18 at 11:30 am at the FQ Lounge in partnership with The Female Quotient. This discussion will feature insights from established marketing executives and will provide practical approaches for maintaining strategic vision during periods of significant transformation amid ongoing industry disruption.
Also, on June 18th at 3:00 pm, TripleLift will host “The Creative Shift: Disruption Is the New Default” at Inkwell Beach, bringing together industry leaders including Dana Storm Santiago, VP of Inclusive Partnerships at Raptive, Dan Riess, chief operating officer at Univision and Fay Wu, VP of North America Publisher Client Services at TripleLift, for a conversation moderated by award-winning journalist Seb Joseph from Digiday. The discussion will address why brands must move beyond conventional approaches, how creative technologies are reshaping engagement, and the importance of embracing bold, authentic storytelling.
For more information about TripleLift’s presence at Cannes Lions 2025 or to schedule a meeting with the team, visit tripleliftevents.com/cannes-2025.
About TripleLift
TripleLift is the world’s leading Creative SSP, transforming standard ad placements into high-performing, scalable experiences across desktop, mobile, CTV, and Retail Media. The company’s integrated platform seamlessly unites premium supply, creative technology, and data into one seamless, integrated programmatic platform.
Through its focus on creative, TripleLift empowers publishers, drives better outcomes for advertisers, and builds better experiences for consumers, delivering value across the entire digital advertising ecosystem.
As part of the Vista Equity Partners portfolio, TripleLift is NMSDC certified, qualifies for diverse spending goals, and remains deeply committed to people, culture, and community. The company is headquartered in New York, with offices worldwide. Learn more at triplelift.com.