#TripleLift #CTV Advertising #Creative SSP

TripleLift's Impressive Journey in 2025

TripleLift, recognized as a leading Creative Supply-Side Platform (SSP), has heralded 2025 as a remarkable year filled with expansive growth, creative innovation, and strategic partnerships in Connected TV (CTV) advertising, retail media, and programmatic addressability. This transformational year was characterized by the company's commitment to enhancing advertising effectiveness through creativity and technology.

Under the visionary leadership of CEO Dave Helmreich, who took the helm in February, TripleLift has prioritized creative technology and operational excellence. The company energetically entered 15 new international markets, establishing a flagship office in Paris, appointing regional leaders in Canada and the UK, and forming a strategic alliance with Numatec to tap into the Latin American market.

Helmreich emphasized, “2025 has marked extraordinary momentum for TripleLift. We have demonstrated that creativity and technology can push the boundaries of programmatic advertising.” As the year progresses, TripleLift is set to amplify its innovative approach further, aiming to enhance the advertising landscape for both advertisers and publishers.

Creative Breakthroughs in CTV

In the realm of CTV, TripleLift introduced groundbreaking ad formats that significantly improve viewer interaction and performance. They launched the Programmatic Pause Ads feature in partnership with DIRECTV Advertising, redefining how advertisers engage audiences during pause moments. This innovative format converts a typical pause into a premium advertising opportunity, already adopted by numerous publishers, with more expected to follow in early 2026.

Additionally, TripleLift's Enhanced Spots have gained rapid traction, standing out as one of the fastest-growing formats within their CTV portfolio. By integrating dynamic elements such as product images and QR codes into advertisements, these spots bridge the gap between awareness and consumer action, enhancing the impact of CTV marketing.

Strengthened Market Position

2025 also saw TripleLift ramping up its market influence through enhanced platform capabilities. Joining Amazon's DSP Certified Supply Exchange Program was a milestone that enriched advertisers' access to high-quality inventory and advanced creative technology. This partnership led to a 110% increase in organic growth in retail media for the year. Moreover, demand-side growth soared by 24 times, spotlighting retail media's significance in future expansions.

Rob Diechert, now COO, stated, “Our teams have turned ambition into impact throughout the year. We’ve launched new solutions, expanded globally, and facilitated stronger results for our partners across all channels.” The focus remains on delivering excellence and meaningful value to clients as 2026 approaches.

Future Directions: AI and CTV

Looking forward, TripleLift is set to deepen investments in critical areas to spur future growth. Their strategic vision emphasizes enhancing AI-driven creative automation, expanding essential CTV integrations, developing sophisticated dynamic creative frameworks, and advancing identity solutions for addressability. Helmreich remarked on the company's commitment to leading the industry's technological advancements, stating,