Yahoo DSP, TripleLift Expand Creative Innovation in Native and CTV
This integration brings speciality native formats to Yahoo DSP, providing advertisers with a smarter and faster way to scale across trusted publishers.
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TripleLift, a creative supply-side platform (SSP), has announced that Yahoo DSP buyers now have access to TripleLift’s full suite of high-performing native and high-impact Connected TV (CTV) formats, including Pause Ads, fundamentally changing how campaigns can engage audiences across the open web.
This integration brings speciality native formats to Yahoo DSP, providing advertisers with a smarter and faster way to scale across trusted publishers.
According to TripleLift’s proprietary eye-tracking studies conducted from 2020 to 2025, scroll and carousel formats generate 6x more time spent than standard banners, while cinemagraph increases purchase intent by 6.4x over industry benchmarks. These show major shifts in campaign performance.
In addition, advertisers can now activate Pause Ads as seamlessly as any other CTV campaign while benefiting from creative solutions provided by TripleLift at no additional cost. According to TripleLift’s proprietary data, Pause Ads achieved a 34% ad recall rate compared to standard video ads, further highlighting the effectiveness.
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Chandra Cirulnick, Vice President of Global Supply Partnerships at Yahoo DSP, said, “Integrating TripleLift’s high-impact native, retail media and CTV formats doesn’t just expand our inventory; it’s a direct initiative aimed at user engagement.”
“By continuously innovating our offerings, we deliver a competitive advantage that directly impacts campaign ROI and unlocks new possibilities for our buyers.”
The timing matters. As attention becomes the scarcest commodity online, creative quality has emerged as the primary differentiator.
When Nielsen research shows that 86% of a brand’s sales lift comes from creative quality, having access to formats that seamlessly blend into publisher environments while maintaining brand impact becomes essential.
For the first time, buyers can also access SKU-level retail media formats through this partnership, bringing product-specific creative to life with dynamic templating and real-time updates.
ALSO READ: Fubo Launches Programmatic Pause Ads on CTV
This capability transforms how brands connect with shoppers across the digital ecosystem. This capability is dependent on the catalogue and assets availability.
Sofia Rabellino, SVP Business Development at Triplelift, said, “The future of programmatic lies at the intersection of advanced targeting and creative technology.”
“This partnership with Yahoo DSP proves that when you combine precision audience delivery with innovative formats that genuinely captivate consumers, you create advertising that people actually want to engage with.”
The operational reality is equally compelling. New and seasoned users benefit from simplified workflows that make launching these advanced formats straightforward.
This partnership signals a broader industry evolution where creative technology, not just targeting precision, drives campaign success. For Yahoo DSP buyers, the question isn’t whether to explore these new capabilities but how quickly they can implement them to stay ahead of shifting consumer expectations.
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