Increased Advertising Value

Evidence and data. Interviewees noted that TripleLift’s native formats improved advertising efficiency and engagement across key performance metrics, including lower CPMs, higher CTRs, and stronger video completion rates. These gains allowed their organizations to reinvest these savings and performance uplift in campaigns, expanding their reach and adding premium formats without increasing overall spend.

Interviewees mentioned that TripleLift delivers strong KPIs, hitting benchmark performance numbers even though these goals could vary by campaign compared with other native and programmatic solutions. Key results included:

• Strong CPM efficiency. Interviewees noted that TripleLift consistently delivered competitive CPM rates — often 20% to 60% lower, depending on format and industry — compared with other native programmatic advertisers. They illustrated the cost advantages across verticals by describing how CPMs were 40% to 60% lower in financial services, while they were 12% to 24% lower in travel. The programmatic buyer at a digital advertising agency noted that TripleLift has very efficient rates, consistently $1 to $2 below the team’s native CPM. These cost efficiencies allowed interviewees’ teams to reinvest savings in additional impressions or premium units, improving their overall campaign scale and performance.

• Improved CTR. The interviewees noted that TripleLift consistently met or exceeded CTR benchmarks. The VP of data and platform solutions at an advertising agency noted that TripleLift’s CTR was approximately 2x higher than standard programmatic display benchmarks (0.05%). The president of a media agency highlighted that TripleLift’s creative optimization approach delivered uplift in engagement performance of 4% to 16% through real-time testing and dynamic creative adjustments.

• Enhanced CPA. Interviewees described how TripleLift campaigns consistently met or beat acquisition cost targets. The programmatic buyer at a digital advertising agency said that CPA goals consistently come in below their goal of $1; she attributed this to better targeting and creative relevance, which enabled her team to achieve conversion objectives without overspending.

• Measurable brand lift. The associate director of the central programmatic team at a media agency observed that TripleLift-supported campaigns demonstrated measurable improvements in awareness and consideration. The VP of data and platform solutions at an advertising agency noted that with TripleLift, brand-lift studies typically showed increases of 2% to 5% in awareness metrics; some campaigns achieved lift of up to 4% when creative and audience targeting were optimized.

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• The composite organization spends $1.2 million on advertising with TripleLift in Year 1.

• Advertising spend grows 5% in Year 2 and 7% in Year 3 as the partnership deepens, with TripleLift becoming more integrated into the organization’s media planning and execution processes. This growth reflects continued collaboration and the composite’s reliance on TripleLift’s native advertising capabilities to drive efficiency and performance improvements.

• The composite organization achieves an average return on advertising spend (ROAS) of $3.7 on TripleLift campaigns.

• Performance improvements are driven by lower CPMs (20% to 60% below benchmarks), higher CTRs (approximately 2x display norms), CPA reductions, and brand-lift gains of 2% to 3%.

• These efficiencies are reinvested in campaigns and enable the composite to expand its campaign reach and incorporate premium formats.

• The profit margin for the composite advertising agency is 12%.

Risks. The realization of these benefits will vary with:

• The amount of advertising budget allocated to TripleLift.

• The depth of partnership and adoption of native formats.

• The type and format of campaigns.

• The organization’s profit margin.

Results. To account for these risks, Forrester adjusted this benefit downward by 10%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $1.3 million.

Productivity Efficiencies With TripleLift Creative Designs

Evidence and data. Interviewees reported that leveraging TripleLift for creative asset development and formatting reduced turnaround times and minimized internal resource requirements, particularly for midfunnel campaigns. They added that their teams were able to launch campaigns faster and avoid extended back-and-forth cycles with creative agencies. Key results included:

• Faster midfunnel execution. Interviewees emphasized that TripleLift’s creative efficiencies were most impactful for midfunnel campaigns because these campaigns required the rapid deployment of visually appealing dynamic adjustments and native integration to keep audiences engaged during the consideration phase. TripleLift’s capabilities helped their agencies meet tight timelines and optimize engagement without sacrificing quality.

• Extended creative timelines with agencies. Interviewees noted that other creative agencies often required several weeks to produce custom units. The director of integrated media planning at a media agency explained: “If the creative agency was to develop some of the units that TripleLift has made, it would probably take them weeks, maybe months. I’ve seen TripleLift turn it around in a week or so, like five business days.” The director estimated that this difference saved 40 to 80 hours of effort per campaign.

• Faster setup than with other vendors. Interviewees described how setting up creative units with other partners involved multiple revisions and extended timelines. The associate director of the central programmatic team at a media agency shared: “With other vendors, it could take four to five days to get creative approved and live. With TripleLift, I can do it in one day.” Faster setup enabled the interviewees’ agencies to meet tight launch windows without sacrificing quality.

• Easier changes to creative. Interviewees explained that making adjustments to live campaigns was time-consuming with traditional partners, with turnaround times of two to three days for minor edits. The associate director of the central programmatic team at a media agency stated that creative changes with TripleLift can be completed in about “an hour.”

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• The composite launches 120 campaigns with TripleLift in Year 1 and grows 5% in Year 2 and 7% in Year 3 as the partnership deepens.

• Sixty percent of campaigns use TripleLift to create assets.

• Creative efficiencies include speeding setup from four or five days to one day; making changes in approximately 1 hour versus two to three days; and reducing the reliance on creative agencies to create units, taking five days instead of weeks. These efficiencies save the composite 40 hours per campaign.

• Forrester assumes a 75% productivity recapture rate for these time savings.

Risks. The realization of these benefits will vary with:

• The number of campaigns that use TripleLift for creative asset development.

• The growth rate of campaigns.

• Salaries for different roles and geographic locations.

• The productivity recapture rate.

• Campaign complexity and customization requirements.

• The degree to which external creative agencies remain involved in asset development.

• The integration of TripleLift workflows with DSPs and agency systems.

Results. To account for these risks, Forrester adjusted this benefit downward by 10%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $357,000.

Improved Campaign Optimization And Programmatic Buyer Efficiency

Evidence and data. Interviewees reported that TripleLift created more efficient setup and optimization for campaigns as well as time savings for programmatic buyers as a result of requiring less troubleshooting and fewer revisions. Interviewees highlighted:

• Campaign setup. The interviewees noted that TripleLift’s curated deals bundle inventory, targeting, and creative specs into a single deal ID. This reduced the time and manual effort it took for them to set up a campaign, including building multiple line items, configuring targeting, and creating wrappers in the DSP.

• Optimization. The interviewees also highlighted how TripleLift’s turnkey programmatic deals reduced the ongoing effort required for optimization. Traditionally, programmatic buyers spend hours each day adjusting bids, filtering low-performing sites, and troubleshooting issues across thousands of placements. The VP of data and platform solutions at an advertising agency explained that TripleLift’s curated deals handled most of this on the back end; the buyer only needs to monitor high-level performance and communicate any issues to TripleLift. They noted that this reduced daily DSP work, such as checking campaign performance metrics and adjusting bids, from roughly “3 hours to about half that time.”

• Productivity efficiencies. The programmatic buyer at a digital advertising agency described how TripleLift’s clear processes and predictable asset integration reduced the time spent on troubleshooting and revisions. She noted saving 3 to 5 hours per week per flight within a campaign due to fewer delays and less back and forth with creative assets.

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• The composite organization saves approximately 54 hours per campaign through faster setup and reduced optimization efforts. For setup, TripleLift’s curated deals eliminate manual DSP configuration tasks like building line items, targeting, and wrappers, saving about 24 hours (or three business days) per campaign. And TripleLift’s back-end optimization reduces daily DSP work for the composite from 3 hours to 1.5 hours over a four-week flight, saving 30 hours per campaign.

• The composite organization has eight programmatic buyers dedicated to purchasing programmatic native media.

• Each buyer saves 4 hours per week with TripleLift due to its fast turnaround, clear process and communication, minimal troubleshooting, and predictable asset integration.

• Forrester assumes a 75% productivity recapture rate for these time savings.

Risks. The realization of these benefits will vary with:

• The number of campaigns as well as their complexity and size.

• Buyers’ experience with and variation in optimization practices.

• The growth rate of campaigns.

• The number of programmatic buyers.

• Salaries for different roles and geographic locations.

• The productivity recapture rate.

Results. To account for these risks, Forrester adjusted this benefit downward by 10%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $927,000.

Data Cost Savings Captured With TripleLift

Evidence and data. Interviewees reported that TripleLift’s contextual and publisher-derived data eliminates the need for costly third-party audience segments, which reduced their campaign expenses. Key benefits include:

• Publisher-derived signals for precision and compliance. Interviewees described how TripleLift leverages premium publisher data to deliver relevant and privacy-safe targeting without additional fees — reducing their data costs and increasing accuracy through contextual alignment with content.

• Trust and transparency in media quality. Interviewees emphasized that TripleLift sources inventory directly from reputable publishers rather than through multiple resellers, which fostered trust and ensured brand-safe environments. They noted that this transparency and quality assurance is critical for maintaining campaign integrity when scaling across thousands of premium sites.

• Cost savings. Interviewees reported that they traditionally purchase external data to improve targeting, which can add 10% to 25% to campaign costs. The VP of data and platform solutions at an advertising agency explained: “If you have a campaign for $100,000 and the data cost is at 15%, then you are talking about $15,000 easily going into data costs. TripleLift’s contextual and publisher-derived data is free, saving 10% to 25% of the campaign cost.”

• Usage in midfunnel campaigns. Interviewees noted that TripleLift automatically includes its data when media is purchased, so buyers often rely on it for midfunnel campaigns. The director of integrated media planning at a media agency emphasized that TripleLift is preferred in part for its targeting capabilities.

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• The composite organization uses TripleLift’s contextual and publisher-derived data in all campaigns where TripleLift media is purchased.

• By avoiding third-party data fees, the composite saves 15% of the costs for these campaigns.

Risks. The realization of these benefits will vary with:

• The number of TripleLift campaigns and level of adoption.

• The campaign mix and targeting requirements.

• The spend threshold and vendor negotiations.

• Variations in data strategy.

Results. To account for these risks, Forrester adjusted this benefit downward by 10%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $425,000.

Unquantified Benefits

Interviewees mentioned the following additional benefits that their organizations experienced but were not able to quantify:

• A trusted partnership. Interviewees emphasized the value of TripleLift’s partnership beyond media performance, citing its reliability, responsiveness, and consistency as differentiators. They described TripleLift as a “trusted partner” that delivers predictable quality and resolves issues rapidly in the rare cases where troubleshooting is required. The programmatic buyer at a digital advertising agency noted, “Just the consistency of knowing that we have a great partner [with TripleLift] is huge to me.” She added that their performance is consistently dependable: “When something works right, is scalable, and gives you a consistent performance … [TripleLift] is definitely a go-to for our team.”

• Innovative native formats. Interviewees perceived TripleLift ads to be more premium and more visually appealing, which improves users’ experience and brand perception. Interviewees emphasized its creative flexibility and audience-friendly ad experiences, noting that ads placed within publishers’ feeds are less intrusive and more engaging. They also explained that TripleLift builds custom units as part of its service, reducing the production effort for creative teams and accelerating campaign launches.
  The VP of data and platform solutions at an advertising agency described TripleLift’s native formats (e.g., flipbooks, carousels, and catalog and collection ads) as “customized and innovative art formats” because they help brands stand out in crowded digital environments. She described these formats as clean, efficient, and standardized across thousands of publishers, providing consistency and scalability.

• Measurement and attribution. Interviewees noted that TripleLift provides advanced measurement tools for ad attention and effectiveness, such as eye-movement tracking, heat maps, geolocation/foot traffic, and brand lift. These tools helped them validate ad impact and refine their strategies. In addition, they noted that TripleLift facilitates rapid creative adjustments and real-time A/B testing to improve campaign outcomes.

Flexibility

The value of flexibility is unique to each customer. There are multiple scenarios in which a customer might implement TripleLift and later realize additional uses and business opportunities, including:

• Enhanced campaign bandwidth and operational ease. Interviewees explained that TripleLift improves their campaign reach through cost efficiencies, streamlined setup and optimization, and reliable responsiveness. Cost efficiencies empowered interviewees to extend their campaign scope, stretch budgets, and include premium one-to-one deals.
  They also noted that seamless integration into DSPs, curated deal IDs, and straightforward implementations reduce setup time and simplify activation. Predictable performance and rapid responsiveness improve operational ease by lowering the risk of campaign backlogs, enabling smoother workflows, and alleviating stress for programmatic buyers who are managing multiple projects with tight timelines.

Flexibility would also be quantified when evaluated as part of a specific project (described in more detail in Total Economic Impact Approach).