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TripleLift's Total Economic Impact on Advertising ROI

On February 26, 2026, TripleLift, a leading Creative Supply Side Platform (SSP) powered by its innovative TL Spark, shared insights from a commissioned Total Economic Impact™ (TEI) study conducted by Forrester Consulting. This comprehensive research was based on detailed interviews with six decision-makers from various global advertising and media agencies, all of whom utilize TripleLift’s advanced platform.

The findings from this extensive study are not only enlightening but truly significant for agencies navigating today’s complex advertising environment. These organizations reported achieving an impressive 272% return on investment (ROI) and a net present value (NPV) of $2.2 million over a three-year period. What stands out is the indication that custom advertising formats, when executed effectively, can sharply address the pressing challenges of rising media costs and increasing consumer avoidance of traditional disruptive ad formats.

Key Findings and Insights

Performance and Efficiency Gains

As highlighted by Dave Helmreich, CEO of TripleLift, the urgency for agencies to deliver more with fewer resources is palpable. He expressed, "This study validates what our partners experience on a daily basis. Creative formats are not just an option but a necessity for enhancing both performance and operational efficiency at scale."

The TEI study reveals that the aggregated experience of interviewees forms a composite organization that resembles a global media agency with approximately $5 billion in annual revenue and eight programmatic buyers. This organization spent around $1.2 million annually with TripleLift and realized an astounding $3 million in total benefits over three years, thanks to enhanced campaign performance, streamlined processes, and reduced costs.

Quantified Benefits

Some of the key quantified benefits reported include:

• - A return on ad spend (ROAS) of $3.70 for campaigns executed through TripleLift.
• - Incremental profit amounting to $1.3 million, stemming from enhanced advertising value over three years.
• - Time savings of 40 hours per campaign achieved through TripleLift’s creative assembly and custom asset development, translating into significant labor cost avoidance of $357,000.

Overcoming Execution Challenges

Before implementing TripleLift's solutions, interviewees described their struggles with high cost per mille (CPM), protracted creative turnaround times, and limited scalability. They also expressed concerns about inventory quality and transparency. In stark contrast, the adoption of TripleLift’s customized creative formats enabled agencies to activate a spectrum of premium native, display, branded video, and Connected TV (CTV) formats programmatically. This shift has facilitated a reduction in manual demand-side platform (DSP) work and operational friction.

Agencies specifically highlighted the advantages of TripleLift’s curated deal opportunities and the comprehensive white-glove service that underpins their operations. The ability to standardize native formats across thousands of premium publishers has proven to be instrumental in driving efficiency and ensuring consistency across campaigns.

Diverse Creative Solutions

TripleLift offers a range of creative solutions including high-impact options like native ads, branded video, CTV, and retail media. Their emphasis on flexibility and scaling capabilities across a multifaceted programmatic ecosystem is noteworthy. The focus of this TEI study on Custom Creative Formats shines a light on how these formats transform standard brand assets into engaging native formats, which enhance key performance metrics such as click-through rates (CTR) and video completion rates (VCR). Additionally, agencies benefit from creative assembly and contextual publisher data at no extra charge, which simplifies the entire campaign execution process.

Study Completion and Access to Findings

Forrester Consulting finalized the Total Economic Impact study in January 2026. It utilized the data from the composite organization model to simulate potential financial impacts over a three-year horizon, incorporating risk adjustments and a 10% discount rate.

The complete study, titled “Total Economic Impact™ of TripleLift Creative Formats,” is available for download for those interested in a deeper dive into the methodologies and comprehensive findings. To discover more about TripleLift and its industry-leading solutions, visit TripleLift’s website.

About TripleLift

TripleLift is more than just an SSP; it integrates creative, supply, audience, and measurement into a cohesive outcome-driven platform designed to serve the needs of brands while maximizing publisher yield. For any brand aiming to achieve measurable performance amidst a rapidly evolving advertising landscape, partnering with TripleLift presents a powerful opportunity for success.