TripleLift reports 10x growth in advertiser spend during Prime Day

TripleLift achieved remarkable 10x year-over-year growth in advertiser spending during recent Prime Day events.

Digital shopping cart with neon glow representing TripleLift's 10x Prime Day advertiser growth success
Digital shopping cart with neon glow representing TripleLift's 10x Prime Day advertiser growth success

TripleLift achieved a significant milestone during Prime Day 2025, recording a 10x growth in advertiser spend year-over-year compared to 2024. The supply-side platform announced the performance results on July 18, 2025, highlighting the effectiveness of its multi-format advertising approach across premium inventory.

Chanelle Urquico, International DSP Engagement Lead at TripleLift, shared the results in a LinkedIn post, detailing the factors behind this substantial growth. The platform's success stemmed from its comprehensive advertising format portfolio and strategic audience targeting capabilities.

TripleLift's Native REC format served as a cornerstone of the campaign success, alongside display, video, and connected television (CTV) advertising options. This multi-format approach enabled brands to execute full-funnel marketing strategies across different touchpoints and consumer journey stages.

The Native REC format specifically addresses the growing demand for native advertising solutions that integrate seamlessly with publisher content. Native advertising continues to gain traction among marketers seeking less intrusive ad experiences while maintaining performance metrics.

Display advertising maintained its relevance through strategic placement across premium publisher inventory. Video formats captured consumer attention during high-engagement moments, while CTV expanded reach into living room environments where Prime Day shopping decisions often occur.

0:00
/0:05

Audience targeting capabilities expand reach

TripleLift Audiences (TLA) played a role in the campaign performance, creating opportunities for incremental reach beyond traditional targeting methods. The platform's first-party data capabilities complemented Amazon's existing audience segments across premium supply sources.

Publisher first-party data integration allowed for more precise audience identification and targeting. This approach addressed privacy concerns while maintaining advertising effectiveness through cookieless targeting solutions. The combination of TripleLift's proprietary audience data with Amazon's extensive customer insights created more comprehensive consumer profiles.

Premium supply partnerships ensured advertisement placement across high-quality publisher environments. This focus on inventory quality rather than volume helped maintain brand safety standards while achieving scale objectives.

Cross-vertical campaign success

The SSP demonstrated effectiveness across multiple industry verticals during the Prime Day period. Technology, hardlines, consumer packaged goods (CPG), quick-service restaurants (QSR), and gaming sectors all achieved strong performance metrics through the TripleLift platform.

Both endemic and non-endemic advertisers capitalized on Prime Day opportunities through the platform. Endemic advertisers - those directly selling products on Amazon - leveraged the heightened shopping intent during the event. Non-endemic brands used the increased consumer attention to drive awareness and consideration metrics.

This cross-vertical success shows the platform's ability to serve diverse advertising objectives beyond direct-response campaigns. Brand awareness, consideration, and conversion goals were all addressed through the multi-format advertising approach.

Collaboration drives optimization

According to the announcement, close collaboration between TripleLift teams, clients, and partners contributed significantly to campaign optimization. Best practices for setup and optimization were implemented collaboratively, resulting in stronger overall performance metrics.

Campaign setup optimization included proper audience segmentation, creative asset optimization, and budget allocation strategies. Real-time optimization capabilities allowed for adjustments during the campaign period to maximize performance outcomes.

Partnership coordination with Amazon enabled seamless integration between platforms and data sources. This collaboration facilitated access to premium inventory and audience insights that individual platforms might not achieve independently.

Extended opportunity period

TripleLift noted that Prime Day opportunities extend beyond the traditional event period through what the company terms the "Lead-Out phase." This extended period allows advertisers to capitalize on continued consumer shopping behavior and elevated purchase intent.

The Lead-Out phase represents an often-overlooked opportunity for retail media campaigns. Consumer research and shopping behavior patterns frequently extend beyond major sales events, creating additional conversion opportunities for prepared advertisers.

Retail media success during these extended periods requires sustained campaign optimization and budget allocation strategies. Advertisers maintaining presence during Lead-Out phases often capture additional conversions from consumers who continue research and purchase processes initiated during main sale periods.

Industry implications for retail media

This performance milestone reflects broader trends in retail media advertising growth and platform consolidation. Retail media networks have seen significant expansion, with advertisers allocating larger portions of digital budgets to commerce-focused platforms.

The 10x growth figure aligns with industry projections for retail media expansion throughout 2025. Multiple platforms report similar growth trajectories as advertisers shift budgets toward performance-driven, commerce-adjacent advertising opportunities.

Native advertising formats continue gaining market share within retail media ecosystems. The integration of native advertising with commerce experiences addresses consumer preferences for less disruptive advertisement experiences while maintaining advertiser performance requirements.

Supply-side platform consolidation trends may accelerate as smaller players struggle to compete with comprehensive offerings from established platforms. TripleLift's multi-format approach and Amazon partnership positioning demonstrates how platforms can differentiate through strategic alliances and technical capabilities.

Connected television advertising within retail media contexts represents an emerging opportunity area. The combination of CTV reach with commerce data enables sophisticated audience targeting previously unavailable through traditional television advertising channels.

Market positioning and competitive landscape

TripleLift's Prime Day performance positions the platform competitively within the retail media landscape. The company's focus on premium inventory and native advertising differentiates its offering from purely performance-focused platforms.

The emphasis on cross-format capabilities addresses marketer demands for consolidated platform solutions rather than managing multiple vendor relationships. This trend toward platform consolidation affects how advertisers structure their technology stacks and vendor partnerships.

Partnership strategies with major e-commerce platforms like Amazon provide competitive advantages through data access and inventory availability. These relationships become increasingly important as retail media opportunities expand beyond traditional advertising formats.

0:00
/0:05

Key Terms

Supply-Side Platform (SSP): A technology platform that enables publishers and media owners to sell their advertising inventory programmatically. TripleLift operates as an SSP, connecting publishers with demand-side platforms and advertisers through automated auction systems. SSPs optimize revenue for publishers by providing access to multiple demand sources simultaneously, enabling real-time bidding for available ad space across websites, mobile apps, and connected television environments.

Native REC Format: A specific native advertising format that integrates seamlessly with editorial content while maintaining clear advertising disclosure. The REC format combines visual elements with contextual relevance, appearing as recommended content within publisher feeds. This format addresses consumer preferences for less intrusive advertising experiences while maintaining advertiser performance objectives through higher engagement rates compared to traditional display advertisements.

Retail Media Networks: Advertising platforms operated by retailers that leverage first-party customer data and purchase behavior for targeted advertising. These networks enable brands to reach consumers with high purchase intent across on-site, off-site, and in-store environments. Retail media networks have become essential infrastructure for commerce-driven advertising, offering advertisers access to actual purchase data rather than inferred interest signals.

Connected Television (CTV): Digital advertising delivered through internet-connected television devices, smart TVs, and streaming platforms. CTV advertising combines the reach and impact of traditional television with the targeting precision of digital advertising. Within retail media contexts, CTV enables sophisticated audience targeting using commerce data, creating new opportunities for brands to reach consumers in living room environments where shopping decisions often occur.

First-Party Data: Information collected directly from customers through owned channels such as websites, mobile apps, customer service interactions, and purchase transactions. First-party data provides the most accurate and privacy-compliant foundation for audience targeting and personalization. Retail media networks leverage first-party purchase data to create highly targeted advertising opportunities that outperform traditional demographic or interest-based targeting methods.

TripleLift Audiences (TLA): The platform's proprietary audience targeting solution that combines publisher first-party data with additional data sources to create comprehensive consumer profiles. TLA enables incremental reach beyond traditional targeting methods while maintaining privacy compliance through cookieless targeting approaches. This technology allows advertisers to reach specific audience segments across premium publisher inventory with improved accuracy and performance metrics.

Endemic vs Non-Endemic Advertisers: Classification system distinguishing between brands that sell products directly through a retail platform (endemic) versus those using the platform for awareness and consideration objectives (non-endemic). Endemic advertisers typically focus on driving immediate sales and product visibility, while non-endemic advertisers leverage retail media for brand building, audience reach, and competitive positioning within commerce environments.

Full-Funnel Marketing: Strategic approach that addresses all stages of the consumer purchase journey, from initial awareness through consideration to final conversion and retention. TripleLift's multi-format approach enables full-funnel campaigns by offering different creative formats optimized for specific funnel stages. Upper-funnel activities focus on awareness and reach, while lower-funnel tactics emphasize conversion and performance metrics.

Lead-Out Phase: The extended period following major retail events like Prime Day when consumer shopping behavior and purchase intent remain elevated. This phase represents continued opportunities for retail media campaigns as consumers complete research and purchase processes initiated during the main event period. The Lead-Out phase often receives less advertiser attention despite offering strong performance potential for prepared campaigns.

Incremental Reach: Additional audience exposure achieved beyond existing targeting capabilities or campaign reach. In retail media contexts, incremental reach often results from combining multiple data sources, audience segments, or advertising formats to access previously unreachable consumer segments. TripleLift's approach of combining TLA with Amazon's first-party audiences created opportunities for incremental reach across premium supply sources.

Summary

Who: TripleLift, a supply-side platform specializing in native advertising, achieved the 10x growth milestone. Chanelle Urquico, International DSP Engagement Lead at TripleLift, announced the results. The success involved both endemic and non-endemic advertisers across technology, hardlines, CPG, QSR, and gaming verticals, working in partnership with Amazon.

What: TripleLift recorded a 10x year-over-year growth in advertiser spend during Prime Day 2025 compared to 2024. The platform utilized its multi-format advertising approach including Native REC, display, video, and connected television options, combined with TripleLift Audiences (TLA) for enhanced targeting and Amazon's first-party audience data.

When: The announcement was made on July 18, 2025, following Prime Day 2025 which occurred on July 16-17, 2025. The results cover the main event period as well as the ongoing Lead-Out phase that extends Prime Day opportunities for advertisers and retail media campaigns.

Where: The performance was achieved across TripleLift's premium supply partnerships and Amazon's retail media ecosystem. The growth spans multiple verticals and includes both endemic advertisers selling directly on Amazon and non-endemic brands using the platform for awareness and consideration objectives.

Why: The growth resulted from TripleLift's comprehensive advertising format portfolio enabling full-funnel marketing strategies, strategic audience targeting through first-party data integration, close collaboration between teams and partners for campaign optimization, and the increasing importance of retail media advertising during major commerce events like Prime Day.

Timeline

  • July 16-17, 2025: Prime Day 2025 event period
  • July 18, 2025: TripleLift announces 10x advertiser spend growth via LinkedIn