TripleLift launches Apex, the first server-side header bidding technology for native advertising. Apex is the culmination of TripleLift’s mission to create technology that enhances publisher yield through consumer-centric ad experiences.
Apex introduces three unique solutions to the header bidding ecosystem:
1.Built exclusively for native. Publisher’s use Apex for their most valuable ad inventory; their content feeds. Whereas existing server-side solutions are designed for banner ad placements in the side rail of the publisher’s page, Apex exclusively supports native ad experiences that publisher’s deem appropriate to serve within their feed. To protect publisher’s user experience Apex only supports native ad formats and does not support non consumer-centric ad types such as banner ads, pop-ups and interstitials.
2.First-price auction. A first price auction in header bidding ensures that the ad is awarded to the highest bidder, regardless of whether the ad is from a third party or the publisher’s ad server. Apex is the first server-side header bidding solution to host first-price auctions to ensure that 3rd party programmatic bids and ad server campaign bids compete on a level playing field. Native ad buyers who wish to continue to employ second price auctions may continue to use TripleLift Native Exchange (TLX).
3.Native template management. Publisher’s face challenges in creating and managing templates for each native ad buyer and unique ad type. As each new native ad type creates additional complexity, technology solutions are needed to manage the operational burden of ad format support. Apex creates and hosts the native publisher templates allowing them to accept demand from multiple native demand sources seamlessly and uses machine learning to optimize among them.
Premium publishers have begun implementing and testing Apex and integrating their native demand partners to improve yield and user experience.
“As a long time partner of TripleLift, we’re excited to be a part of the Apex launch,” says Erik Requidan, VP of Sales and Programmatic Strategy at Intermarkets. “Native template management and optimization built on proven technology allows us to scale our native monetization much more quickly.”
“We really appreciate the direction TripleLift is going with Apex,” says Brendan Cleary, Programmatic Sales Director at The Guardian US. “Our partnership with TripleLift has allowed us to commit to respectful native ads and introducing a server-side solution really raises the bar.”
More details about this solution are available on the TripleLift blog.
TripleLift is the industry’s leading programmatic native advertising platform. The company’s technology allows brands to amplify their content through in-feed native ads that match the unique look and feel of thousands of publishers. Publishers leverage TripleLift’s technology to create a new revenue stream through monetizing their in-feed inventory. For more information about TripleLift, please visit triplelift.com.