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Hires, Wins & Business

Magnetic and TripleLift Form Native Advertising Partnership

lbbonline.com, 2 years ago

Combination of intent data & native advertising will deliver relevant and seamless marketing messages

Magnetic and TripleLift Form Native Advertising Partnership

Magnetic announced today that it is partnering with TripleLift to provide intent-driven native advertising to its customers. Through this new partnership, Magnetic will leverage its unique intent dataset to deliver relevant native advertising within premium inventory channels across mobile and desktop devices. 

TripleLift’s native advertising technology helps marketers tell engaging stories by transforming images and videos into compelling messages that match the unique look and feel of a website’s content. TripleLift is the only native programmatic ad exchange that is plugged into demand side platforms (DSPs), allowing marketers to bid on in-feed native inventory in a real-time environment. 

"Brand and direct-response advertisers want to be able to reach the right people with relevant and seamless ad content,” said James Green, CEO of Magnetic. “By partnering with TripleLift, our clients will be able to use our browse and search intent data to deliver real-time, native ads. The more relevant ads are to people, the better their online experience will be as they read and engage with content across their devices.”

TripleLift defines native advertising as ads that mimic the form and function of their environment. Results from a recent TripleLift brand study showed a 281% higher lift in purchase intent with users exposed to TripleLift ad units than with those who were not.

"Intent-driven native advertising allows marketers to create an extremely meaningful relationship between consumers and the content they engage with,” said Ari Lewine, Co-Founder of TripleLift." Through the use of proprietary computer vision technology, TripleLift's platform automates multiple creative builds that match the look and feel of each individual site. When you marry our technology with Magnetic’s intent data and programmatic buying platform, native becomes more scalable and relevant than ever before.” 

TripleLift and Magnetic were recently named to Forbes’ 2015 “Most Promising Companies” list. Magnetic has already begun testing native advertising in North America and will expand trials to Europe in the coming months. Additionally, Magnetic will be part of TripleLift’s beta program for native video advertising.