Reaching consumers today requires engaging them with relevant, inspiring content, regardless of the screen and device
New York, NY (PRWEB) December 08, 2014
TripleLift, the native advertising technology platform for the visual web, announced today that it has signed an agreement with The Atlantic to be the engine for the brand’s integrated native advertising efforts across its portfolio of sites, including TheAtlantic.com and CityLab.com.
TripleLift’s platform will enable The Atlantic’s integrated marketing team to deliver branded advertising messages that match the look and feel of its site without comprising the integrity of the brand’s original visual content. Through the use of proprietary computer vision technology, TripleLift’s system analyzes unique image data to determine how to crop the image and ensure the most optimal elements of the advertising image are presented and rendered at the ideal aspect ratio, all while fitting the form and function of The Atlantic’s site. Ultimately, TripleLift’s platform will ensure there are absolutely no burdens on The Atlantic in terms of additional back-end technology or staffing to execute these ads.
"Creating & scaling custom, high quality, digital advertising across platforms can be challenging and weigh on resources. TripleLift's native ad platform enables us to deliver beautifully integrated advertising experiences with increased efficiency,” said David Minkin, Executive Director, Revenue Operations of The Atlantic. “We chose to partner with TripleLift because its technology fits naturally within our ad operations workflow, which will improve our production capabilities without skipping a beat.”
"Reaching consumers today requires engaging them with relevant, inspiring content, regardless of the screen and device,” said Dan Martin, VP, Business Development at TripleLift. “The Atlantic is a storied leader in this multi-platform publishing world. We’re honored to partner with their team to provide the platform and tools necessary to enable them to continue focusing on what they do best – producing great digital content experiences.”
This announcement coincides with results released by a TripleLift-sponsored IAB study of over 5,000 consumers on their perceptions of native advertising. The general consensus is that consumers want and trust in-feed sponsored content more than banners and other forms of blatant advertising on websites. When sponsored content is relevant to the reader, 54% of consumers have increased favorability of the publisher serving the ad.
TripleLift is the native advertising platform built for the visual web. Leveraging pioneering ad and computer vision technology, TripleLift seamlessly integrates a brand’s most engaging images alongside contextually relevant content, across any device, at scale. Founded in 2012, TripleLift is credited with developing the first viable alternative to traditional banner advertising and introduced the industry’s first programmatic exchange for premium native inventory. The use of big, beautiful imagery to tell brand stories has delivered meaningful interaction and engagement for many of the world’s leading brands and publishers. TripleLift was named 212 NYC and The New York Times Ad Tech Startup of the Year, and was a finalist in AdWeek’s Startup of the Year awards. For more information, please visit http://www.triplelift.com.