How TripleLift Is Shaping The Future Of CTV Advertising

In a chat with TVREV, Andrew King, GM of CTV, TripleLift, shared what drew him to the company—its culture of innovation and mission to make advertising better for everyone. With a strong foundation in native ads, TripleLift is now expanding into new channels as media continues to fragment. Looking ahead to 2025, Andrew is excited about how programmatic efficiency, generative AI, and retail media are coming together, especially in CTV. He sees a big opportunity to use first-party data from publishers and retailers to create a flywheel effect that transforms digital advertising. By tapping into TripleLift’s creative tech, brands can make smarter, more impactful media investments and drive real results.

Catch the full video below followed by an edited transcript.

TVREV: Why TripleLift?

Andrew King: What really attracted me to TripleLift was the innovation culture. Their core mission was really to make advertising better, not just for publishers or advertisers, but for the users and the proof points are really, really compelling. So they have this history in native advertising and helping publishers monetize their traffic with more engaging, better ads. And so to be able to expand that to all these new channels, as media continues to be fragmented, creates just this new culture of innovation on each new channel.

So it's been a really, really exciting place to work. There are so many exciting trends, whether it's efficiency based gains from programmatic or the new applications of generative AI. The precision and scale of retail media, now that it's being proliferated out into the marketplace to more and more publishers, and the evolution of streaming becoming a more full-funnel channel.

TVREV: What are you excited about in 2025?

AK: What I'm really excited about in 2025 is how are all these different trends going to start to interact with each other. I mean, you imagine taking all the efficiency gains that we're seeing through the maturity of programmatic and the new applications of generative AI, whether it's enhancing the asset up to the right resolution or doing reinforced learning to make the bid decisions a lot smarter.

When you marry that with this rich first-party data from publishers, but also retailers, and make that available to new channels like CTV. You create this flywheel effect that has the potential to transform the economics of digital advertising altogether. So what we're really looking at is how do we help facilitate that mechanism within the ecosystem with our creative technology, so that brands can then look and say, we are driving real outcomes with our media investment and you can tie it back to a lot of these efficiencies and data sets.