TripleLift, the leading creative supply-side platform (SSP), is closing 2025 on a high note, highlighted by international expansion, product innovation, and growing partnerships across CTV, retail media, and programmatic addressability. Under CEO Dave Helmreich, appointed earlier this year, the company focused on scaling creative technology, enhancing supply, and expanding its global footprint.
The company now operates in 15 international markets, opened a new office in Paris, and strengthened leadership in Canada, the UK, and Latin America through an exclusive partnership with Numatec.
“2025 has been a year of extraordinary momentum for TripleLift, where we’ve proven that creativity and technology can redefine what’s possible in programmatic advertising,” said Helmreich. “Looking to 2026, we’re committed to scaling that innovation globally and continuing to make advertising work better for all.”
Creative Innovation That Redefined CTV
TripleLift made significant headway in CTV creative formats, launching Programmatic Pause Ads with DIRECTV Advertising—a category-defining format that turns a simple “pause” moment into a premium, brand-safe ad opportunity. Half a dozen publishers are already live, with more scheduled for early 2026.
The company’s Enhanced Spots format, which integrates product images, QR codes, and other dynamic content directly into the ad, continues to grow rapidly, helping brands bridge the gap between awareness and action while standing out in crowded CTV environments. TripleLift’s holistic CTV inventory footprint has more than doubled year-over-year, with advanced formats contributing nearly 20% of all CTV revenue.
Demand Side and Retail Media Growth
On the marketplace side, TripleLift joined Amazon’s DSP Certified Supply Exchange Program, giving advertisers enhanced creative technology access and premium inventory. Retail media grew 110% YoY organically, while demand-driven growth surged 24x, underscoring the platform’s expanding influence in programmatic retail advertising.
“This year, our teams turned ambition into impact, launching new solutions, expanding globally, and helping partners achieve stronger results across every channel,” said Rob Diechert, COO.
Looking Ahead: AI-Powered Creative and CTV Integration
TripleLift’s 2026 roadmap focuses on AI-powered creative automation, deeper CTV integrations, dynamic creative frameworks, and solutions for identity and addressability. The company aims to combine creativity with technology to deliver more relevant, impactful ad experiences, positioning itself at the forefront of programmatic innovation.
“As we look ahead, TripleLift is doubling down on the technologies shaping the future of advertising,” said Helmreich. “The next chapter of programmatic will be defined by creativity powered by AI, and TripleLift intends to lead that transformation.”
