TripleLift Integrates Epsilon Data, Offers No Markup on Audience Targeting
TripleLift has partnered with Epsilon to integrate Epsilon's audience data for 250 million consumers into TripleLift's TL Spark platform. This integration enables advertisers and publishers to access enhanced targeting across CTV, web, and mobile, aiming for more efficient and transparent ad performance without additional curation markups.
Key Takeaways
- TripleLift has partnered with Epsilon to incorporate Epsilon's audience data into its TL Spark platform.
- The integration provides access to audience insights for 250 million consumers, including transactional data.
- TripleLift will not charge an audience fee cut or curation markup for using Epsilon data, aiming for transparent pricing.
- Advertisers can combine Epsilon segments with publisher first-party data for more granular targeting.
Why It Matters
The partnership between TripleLift and Epsilon directly addresses advertiser demands for more efficient and transparent audience targeting in programmatic advertising. By integrating Epsilon's extensive consumer data while maintaining a no-markup policy, TripleLift positions itself to attract ad spend looking for clearer ROI. This move could intensify competition among ad tech platforms, prompting others to re-evaluate their audience data pricing and integration strategies. Watch for adoption rates of the Epsilon integration and any reported shifts in advertiser spending across TripleLift's platform.
Read full article at triplelift.com
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