TripleLift, one of the fastest-growing ad tech companies in the world, announced that it exceeded $1 billion in lifetime advertising spend through its platform, attributing half of the spend to the past 12 month period. As of the milestone, more than 100,000 advertisers are currently buying programmatic ads through TripleLift, which counts direct relationships with more than 20,000 publishers.

In addition to the billion-dollar threshold, the company recorded a historic performance period in Q3 2020. As of January 2020, TripleLift has recorded four consecutive years of annual ad spend growth greater than 70 percent and expects to achieve that marker again this year.

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From its inception, TripleLift focused on the creation of new technologies and products that reinvented programmatic with a North Star of improving the ecosystem for everyone. That guiding principle ensured long-run business decisions, such as new product pipelines, that have accelerated the growth of the company.

“Our business was set up from the beginning so that ‘we only win when everyone wins.’ If consumers get better ad experiences, our advertisers see better performance. If advertisers see better performance, our publishers earn more revenue. It’s a flywheel where everyone has skin in the game, and it starts with our commitment to publishers,” said Eric Berry, CEO. “Our early products got us to where we are today. Our latest products, and those quickly emerging from our roadmap, are pathing us to future success.”

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The pandemic has accelerated change in the advertising industry. The last decade has seen immense growth in two major areas: Platforms and Programmatic. Platforms consist of walled garden powerhouses like Google and Facebook. Programmatic consists of automated solutions that enable buying and selling of ad inventory outside of those platforms — powering scale for the world’s largest advertisers and accepting spend from the long-tail.

“TripleLift is a true innovator in the advertising industry that unites technology and creative in a programmatic environment,” said Jeremy Hlavacek, Head of Revenue, IBM Watson Advertising. “As AI becomes integral to the advertising ecosystem, we look forward to working with TripleLift to help the industry transform in a cookie-and-identifier free future.”

TripleLift continues to be well-positioned because its products are built for the current demands of advertisers: flexibility, efficiency, high-performance, and ease of transaction. The company’s roadmap is tailored to the shifts underway in advertising, with offerings across video including the accelerating world of OTT.

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