True Ventures leads $4 mln Series A funding round in TripleLift

True Ventures leads $4 million Series A funding round in TripleLift, an advertising technology platform for the visual web. Existing investors iNovia Capital, NextView Ventures, MESA+, Liberty City Ventures, Social Starts, Laconia Ventures, the Social Internet Fund and several ad tech angels participated in the funding round.

Press Release

TripleLift, the native advertising technology platform for the visual web, announced today that it has closed its Series A round of funding. The $4 million investment will be used to expand the platform’s adoption among premium publishers and brands. The funding comes on the heels of TripleLift being named 212 NYC and The New York Times Ad Tech Startup of the Year, a finalist in AdWeek’s Startup of the Year, as well as being recognized by Forbes as one of the Top 5 Companies Transforming Advertising.

Leveraging computer vision technology, TripleLift helps brands leverage their best images to tell engaging stories though the use of visual content that matches the look and feel of the site it lives on. The round was led by True Ventures with participation from existing investors, including iNovia Capital, NextView Ventures, MESA+, Liberty City Ventures, Social Starts, Laconia Ventures, the Social Internet Fund, and several prominent ad tech angels.

According to TripleLift CEO and Co-Founder Eric Berry, TripleLift was formed in 2012 to address three undeniable trends poised to change the face of digital advertising:
Programmatic Buying: Real-time media buying bringing unprecedented efficiency and scale to online advertising.

Visual Communication: Brand marketers increasingly communicating with customers using visual content; while publishers move towards more visual, image-centric site designs.

Mobile: The rise of mobile content consumption that requires rethinking traditional ad formats.

“Brands are producing amazing content to tell stories,” says Eric Berry, CEO and Co-Founder of TripleLift. “TripleLift’s mission is to enable brands to take their beautiful imagery and seamlessly integrate it into the flow of a publisher’s site, not interrupting the consumer experience, but meaningfully adding to it by featuring a canvas for relevant and engaging content that offers scale and can be bought programmatically. With these new visually-driven native ads, we’re seeing ad engagement and purchase intent lift more than 10x higher than banner advertising.”

As native advertising continues to fuel the growth of digital media, TripleLift has been one of the pioneers at the forefront, working with Fortune 1000 brands like Gap, General Mills, Kohler, and Nissan.

“We truly believe TripleLift will lead the transformation of the Internet away from the commoditization of the banner ad into 100% scalable technology that delivers, beautiful, visually-based high-quality inventory,” said Adam D’Augelli of True Ventures. “We are proud to support them on a mission of making ads that people genuinely enjoy.”

About TripleLift
TripleLift is the native advertising platform built for the visual web. Leveraging pioneering ad and computer vision technology, TripleLift seamlessly integrates a brand’s most engaging images alongside contextually relevant content, across any device, at scale. Founded in 2012, TripleLift is credited with developing the first viable alternative to traditional banner advertising and introduced the industry’s first programmatic exchange for premium native inventory. The use of big, beautiful imagery to tell brand stories has delivered meaningful interaction and engagement for many of the world’s leading brands and publishers. TripleLift was named 212 NYC and The New York Times Ad Tech Startup of the Year, and was a finalist in AdWeek’s Startup of the Year awards. For more information, please visit triplelift.com.

About True Ventures
Founded in 2005, True Ventures is a Silicon Valley-based venture capital firm that invests in early-stage technology startups. With three funds and approximately $600 million in capital under management, True provides seed and Series A funding to the most talented entrepreneurs in today’s fastest growing markets. With a mission to make the world a better place for entrepreneurs, True encourages each founder’s vision and has built resources to empower the employees, families and communities of its portfolio companies. The firm maintains a strong founder community and offers innovative educational opportunities to its portfolio, helping entrepreneurs achieve higher levels of success and impact. With more than 150 companies funded and multiple companies acquired, the True portfolio has helped create over 3,000 jobs. To learn more about True Ventures, visit http://www.trueventures.com.

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