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Adtech firm TripleLift has partnered with Amazon on so-called native ads. TripleLift will also pitch the product to other retailers with other types of ad formats. Sign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. AdvertisementAdtech firm TripleLift has partnered with Amazon to allow advertisers to extend campaigns beyond Amazon's own websites. New York-based TripleLift, founded in 2012, sells these formats on behalf of publishers, and the ads are designed to resemble publishers' content.
Persons: TripleLift, Sellers, Organizations: Amazon, Service, Business Locations: New York
AdvertisementAdvertisementPublisher-focused adtech firms that traditionally work with The Trade Desk, which helps advertisers buy digital ads, are now in competition with it. The Trade Desk has been aggressively building products that will undercut the business of publisher-focused adtech companies, or "supply-side platforms," according to industry insiders. The Trade Desk has not traditionally competed with SSPs, which help publishers of online content price their ad inventory and make it available to buy. "By saying this publicly, The Trade Desk is throwing down the gauntlet." He added that other ad-buying platforms besides The Trade Desk have direct deals with publishers, similar to OpenPath.
Persons: SSPs, Ari Paparo, Matt Prohaska, Will Doherty, Prohaska, Rajeev Goel, Shiv Gupta, Gupta, Desk's Doherty, Magnite, PubMatic, Adam Soroca, they're Organizations: Google, SSPs, Marketecture, Prohaska Consulting, Trade, Exchange, Microsoft, Publishers Locations: OpenPath
A number of Amazon ad execs have taken top tier jobs at giants like Walmart and hot startups like LoopMe and TripleLift. They're bringing deep experience at Amazon Advertising building businesses from scratch to their new roles. In recent years, Samba TV, Cooler Screens, Walmart, and Netflix have all hired former Amazon Advertising staffers to crucial, revenue-driving roles centered around advertising. He said Amazon's ad execs have both relationships with advertisers, retail expertise, and operational experience in standing up an ad business from scratch. Insider identified ten former Amazon ad execs who have moved into C-suite roles.
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