TripleLift, Multilocal Partner to Bring Creative into Ad Curation
TripleLift’s creative and audience capabilities, combined with Multilocal’s curation intelligence, help advertisers reach premium supply and publishers drive stronger demand.
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TripleLift, the Creative SSP powered by TL Spark, and Multilocal, the technology company specialising in curation intelligence, today announced a global partnership that makes Multilocal’s curated demand available to every TripleLift client.
The premise is straightforward: curation gets stronger when creativity is part of how a campaign is built, not something layered on afterwards.
TripleLift’s creative capabilities, sell-side audience intelligence, and premium supply meet Multilocal’s curation acumen through cureon®, its curated demand and optimisation engine, and local market expertise. This combination gives advertisers a wealth of coordinated capabilities to build campaigns around specific objectives.
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TripleLift’s creative capabilities across CTV, native, and commerce media empower Multilocal to integrate creative directly into curation decisions alongside audience, data, and supply. When combined with TripleLift’s rich audience segments, this opens up an entirely new dimension for buyers to curate campaigns.
For advertisers, this means campaigns built around a fuller set of inputs from the start – creative, audience, data, and supply – so the curated plan is designed around what will actually move a specific objective, not just where the impressions happen to be.
For publishers, the partnership offers more demand that performs: campaigns curated with creative and audience depth built in from the start, not bolted on after the buy.
“Curation has always optimised for audience, data, and supply – creative usually shows up last. That’s backwards,” said Dave Simon, Chief Revenue Officer at TripleLift.
“Creative changes performance and pairing that with the audience intelligence we bring gives Multilocal a real lever to curate against, not just another data point to reference. This partnership puts creative where it belongs: inside the curation decision itself, not downstream of it.”
Robin Bootle, Chief Operating Officer at Multilocal, said, “TripleLift brings exactly what we look for in a partner: strong creative capabilities, rich audience intelligence, and premium supply.”
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“Bringing those inputs together with the intelligence and optimisation capabilities of cureon®, our curated demand and local market expertise, gives buyers more ways to make informed decisions and build relevant, scalable campaigns around specific advertiser objectives.”
The partnership also extends beyond the US, creating a path to bring TripleLift’s capabilities to Multilocal’s European and global DSP clients and marketplaces.
The net – buyers get more room to build campaigns that are relevant, differentiated, and scalable, and publishers get demand curated to actually deliver.
