TripleLift reports 10x growth in advertiser spend during Prime Day

TripleLift achieved a major milestone throughout Prime Day 2025, recording a 10x development in advertiser spend year-over-year in comparison with 2024. The provision-side platform introduced the efficiency outcomes on July 18, 2025, highlighting the effectiveness of its multi-format promoting strategy throughout premium stock.

Chanelle Urquico, Worldwide DSP Engagement Lead at TripleLift, shared the results in a LinkedIn post, detailing the components behind this substantial development. The platform’s success stemmed from its complete promoting format portfolio and strategic viewers concentrating on capabilities.

TripleLift’s Native REC format served as a cornerstone of the marketing campaign success, alongside show, video, and linked tv (CTV) promoting choices. This multi-format strategy enabled manufacturers to execute full-funnel advertising methods throughout completely different touchpoints and shopper journey levels.

The Native REC format particularly addresses the rising demand for native promoting options that combine seamlessly with writer content material. Native promoting continues to achieve traction amongst entrepreneurs in search of much less intrusive advert experiences whereas sustaining efficiency metrics.

Show promoting maintained its relevance by means of strategic placement throughout premium writer stock. Video codecs captured shopper consideration throughout high-engagement moments, whereas CTV expanded attain into lounge environments the place Prime Day purchasing selections usually happen.

Viewers concentrating on capabilities broaden attain

TripleLift Audiences (TLA) performed a job within the marketing campaign efficiency, creating alternatives for incremental attain past conventional concentrating on strategies. The platform’s first-party knowledge capabilities complemented Amazon’s present viewers segments throughout premium provide sources.

Writer first-party knowledge integration allowed for extra exact viewers identification and concentrating on. This strategy addressed privateness issues whereas sustaining promoting effectiveness by means of cookieless concentrating on options. The mixture of TripleLift’s proprietary viewers knowledge with Amazon’s intensive buyer insights created extra complete shopper profiles.

Premium provide partnerships ensured commercial placement throughout high-quality writer environments. This concentrate on stock high quality slightly than quantity helped keep model security requirements whereas reaching scale aims.

Cross-vertical marketing campaign success

The SSP demonstrated effectiveness throughout a number of trade verticals through the Prime Day interval. Expertise, hardlines, shopper packaged items (CPG), quick-service eating places (QSR), and gaming sectors all achieved sturdy efficiency metrics by means of the TripleLift platform.

Each endemic and non-endemic advertisers capitalized on Prime Day alternatives by means of the platform. Endemic advertisers – these immediately promoting merchandise on Amazon – leveraged the heightened purchasing intent through the occasion. Non-endemic manufacturers used the elevated shopper consideration to drive consciousness and consideration metrics.

This cross-vertical success exhibits the platform’s means to serve numerous promoting aims past direct-response campaigns. Model consciousness, consideration, and conversion targets have been all addressed by means of the multi-format promoting strategy.

Collaboration drives optimization

In accordance with the announcement, shut collaboration between TripleLift groups, shoppers, and companions contributed considerably to marketing campaign optimization. Finest practices for setup and optimization have been carried out collaboratively, leading to stronger general efficiency metrics.

Marketing campaign setup optimization included correct viewers segmentation, inventive asset optimization, and finances allocation methods. Actual-time optimization capabilities allowed for changes through the marketing campaign interval to maximise efficiency outcomes.

Partnership coordination with Amazon enabled seamless integration between platforms and knowledge sources. This collaboration facilitated entry to premium stock and viewers insights that particular person platforms may not obtain independently.

Prolonged alternative interval

TripleLift famous that Prime Day alternatives prolong past the normal occasion interval by means of what the corporate phrases the “Lead-Out section.” This prolonged interval permits advertisers to capitalize on continued shopper purchasing habits and elevated buy intent.

The Lead-Out section represents an often-overlooked alternative for retail media campaigns. Client analysis and purchasing habits patterns continuously prolong past main gross sales occasions, creating extra conversion alternatives for ready advertisers.

Retail media success throughout these prolonged intervals requires sustained marketing campaign optimization and finances allocation methods. Advertisers sustaining presence throughout Lead-Out phases usually seize extra conversions from customers who proceed analysis and buy processes initiated throughout principal sale intervals.

This efficiency milestone displays broader developments in retail media promoting development and platform consolidation. Retail media networks have seen significant expansion, with advertisers allocating bigger parts of digital budgets to commerce-focused platforms.

The 10x development determine aligns with trade projections for retail media enlargement all through 2025. A number of platforms report related development trajectories as advertisers shift budgets towards performance-driven, commerce-adjacent promoting alternatives.

Native promoting codecs proceed gaining market share inside retail media ecosystems. The combination of native promoting with commerce experiences addresses shopper preferences for much less disruptive commercial experiences whereas sustaining advertiser efficiency necessities.

Provide-side platform consolidation developments might speed up as smaller gamers wrestle to compete with complete choices from established platforms. TripleLift’s multi-format strategy and Amazon partnership positioning demonstrates how platforms can differentiate by means of strategic alliances and technical capabilities.

Related tv promoting inside retail media contexts represents an rising alternative space. The mixture of CTV attain with commerce knowledge allows subtle viewers concentrating on beforehand unavailable by means of conventional tv promoting channels.

Market positioning and aggressive panorama

TripleLift’s Prime Day efficiency positions the platform competitively inside the retail media panorama. The corporate’s concentrate on premium stock and native promoting differentiates its providing from purely performance-focused platforms.

The emphasis on cross-format capabilities addresses marketer calls for for consolidated platform options slightly than managing a number of vendor relationships. This development towards platform consolidation impacts how advertisers construction their know-how stacks and vendor partnerships.

Partnership methods with main e-commerce platforms like Amazon present aggressive benefits by means of knowledge entry and stock availability. These relationships change into more and more necessary as retail media alternatives broaden past conventional promoting codecs.

Key Phrases

Provide-Aspect Platform (SSP): A know-how platform that permits publishers and media homeowners to promote their promoting stock programmatically. TripleLift operates as an SSP, connecting publishers with demand-side platforms and advertisers by means of automated public sale programs. SSPs optimize income for publishers by offering entry to a number of demand sources concurrently, enabling real-time bidding for obtainable advert house throughout web sites, cell apps, and linked tv environments.

Native REC Format: A selected native promoting format that integrates seamlessly with editorial content material whereas sustaining clear promoting disclosure. The REC format combines visible parts with contextual relevance, showing as beneficial content material inside writer feeds. This format addresses shopper preferences for much less intrusive promoting experiences whereas sustaining advertiser efficiency aims by means of greater engagement charges in comparison with conventional show ads.

Retail Media Networks: Promoting platforms operated by retailers that leverage first-party buyer knowledge and buy habits for focused promoting. These networks allow manufacturers to achieve customers with excessive buy intent throughout on-site, off-site, and in-store environments. Retail media networks have change into important infrastructure for commerce-driven promoting, providing advertisers entry to precise buy knowledge slightly than inferred curiosity indicators.

Related Tv (CTV): Digital promoting delivered by means of internet-connected tv gadgets, sensible TVs, and streaming platforms. CTV promoting combines the attain and impression of conventional tv with the concentrating on precision of digital promoting. Inside retail media contexts, CTV allows subtle viewers concentrating on utilizing commerce knowledge, creating new alternatives for manufacturers to achieve customers in lounge environments the place purchasing selections usually happen.

First-Get together Information: Info collected immediately from clients by means of owned channels comparable to web sites, cell apps, customer support interactions, and buy transactions. First-party knowledge supplies essentially the most correct and privacy-compliant basis for viewers concentrating on and personalization. Retail media networks leverage first-party buy knowledge to create extremely focused promoting alternatives that outperform conventional demographic or interest-based concentrating on strategies.

TripleLift Audiences (TLA): The platform’s proprietary viewers concentrating on resolution that mixes writer first-party knowledge with extra knowledge sources to create complete shopper profiles. TLA allows incremental attain past conventional concentrating on strategies whereas sustaining privateness compliance by means of cookieless concentrating on approaches. This know-how permits advertisers to achieve particular viewers segments throughout premium writer stock with improved accuracy and efficiency metrics.

Endemic vs Non-Endemic Advertisers: Classification system distinguishing between manufacturers that promote merchandise immediately by means of a retail platform (endemic) versus these utilizing the platform for consciousness and consideration aims (non-endemic). Endemic advertisers usually concentrate on driving instant gross sales and product visibility, whereas non-endemic advertisers leverage retail media for model constructing, viewers attain, and aggressive positioning inside commerce environments.

Full-Funnel Advertising and marketing: Strategic strategy that addresses all levels of the buyer buy journey, from preliminary consciousness by means of consideration to closing conversion and retention. TripleLift’s multi-format strategy allows full-funnel campaigns by providing completely different inventive codecs optimized for particular funnel levels. Higher-funnel actions concentrate on consciousness and attain, whereas lower-funnel ways emphasize conversion and efficiency metrics.

Lead-Out Part: The prolonged interval following main retail occasions like Prime Day when shopper purchasing habits and buy intent stay elevated. This section represents continued alternatives for retail media campaigns as customers full analysis and buy processes initiated throughout the primary occasion interval. The Lead-Out section usually receives much less advertiser consideration regardless of providing sturdy efficiency potential for ready campaigns.

Incremental Attain: Further viewers publicity achieved past present concentrating on capabilities or marketing campaign attain. In retail media contexts, incremental attain usually outcomes from combining a number of knowledge sources, viewers segments, or promoting codecs to entry beforehand unreachable shopper segments. TripleLift’s strategy of mixing TLA with Amazon’s first-party audiences created alternatives for incremental attain throughout premium provide sources.

Abstract

Who: TripleLift, a supply-side platform specializing in native promoting, achieved the 10x development milestone. Chanelle Urquico, Worldwide DSP Engagement Lead at TripleLift, introduced the outcomes. The success concerned each endemic and non-endemic advertisers throughout know-how, hardlines, CPG, QSR, and gaming verticals, working in partnership with Amazon.

What: TripleLift recorded a 10x year-over-year development in advertiser spend throughout Prime Day 2025 in comparison with 2024. The platform utilized its multi-format promoting strategy together with Native REC, show, video, and linked tv choices, mixed with TripleLift Audiences (TLA) for enhanced concentrating on and Amazon’s first-party viewers knowledge.

When: The announcement was made on July 18, 2025, following Prime Day 2025 which occurred on July 16-17, 2025. The outcomes cowl the primary occasion interval in addition to the continued Lead-Out section that extends Prime Day alternatives for advertisers and retail media campaigns.

The place: The efficiency was achieved throughout TripleLift’s premium provide partnerships and Amazon’s retail media ecosystem. The expansion spans a number of verticals and contains each endemic advertisers promoting immediately on Amazon and non-endemic manufacturers utilizing the platform for consciousness and consideration aims.

Why: The expansion resulted from TripleLift’s complete promoting format portfolio enabling full-funnel advertising methods, strategic viewers concentrating on by means of first-party knowledge integration, shut collaboration between groups and companions for marketing campaign optimization, and the growing significance of retail media promoting throughout main commerce occasions like Prime Day.

Timeline

• July 16-17, 2025: Prime Day 2025 occasion interval
• July 18, 2025: TripleLift publicizes 10x advertiser spend development through LinkedIn