AdExchanger
May 3, 2022
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Although Netflix is planning to dismount from its ad-free high horse to deal with its subscriber slump, the fact is most viewers don’t want to be interrupted by ads.
TripleLift claims it’s the world’s largest source of in-feed inventory. It built a server-side header-bidding wrapper specifically for native ads in 2017 and has a portfolio of in-feed native ad units to help publishers monetize.
That’s why native product placements could be a viable alternative to interruptive ad experiences – and a cash cow for CTV publishers, said Michael Shields, GM of CTV at TripleLift. “There’s a hundred billion dollars of global TV ad spend that won’t have enough places to go if consumers [continue to] opt into platforms with no ads or fewer ads,” he said.