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Native Placements Provided a Publisher with Incremental Value

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See how TripleLift provided incremental value to the educational publisher Chegg through native placements.

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Native Placements Provided a Publisher with Incremental Value

See how TripleLift provided incremental value to the educational publisher Chegg through native placements.

Publisher Sees Incremental Value Using TripleLift Native Placements

Background

Educational publisher Chegg wanted to find out which ad placements on their site drove incremental value. They hypothesized that an SSP with the highest revenue share-of-voice might appear to be their most vital and valuable partner but offers the least value-adds. To test this hypothesis, they turned to TripleLift.

Approach

Chegg uses a value-add metric to evaluate partner performance within their ad stack. This metric is the aggregate, over time difference between the winning and second highest bid, providing the publisher with the average percent lift they see from each partner. To test this metric, Chegg ran TripleLift native demand from one placement on one of their properties for two weeks. This placement was positioned such that both Native and Standard Display demand would be eligible to serve.

Results

Out of a test of nine SSP partners, TripleLift performed the best, offering the highest level of incremental value.

TripleLift Ranked #1 Out of 9 SSPs

Just how much better did TripleLift perform compared to the competition? Well, our value-add was equivalent to the value-add of the last seven partners combined. In other words, our value was equivalent to 37% of the TOTAL value-add of all partners. Not to brag, but that’s not too shabby.

So what accounts for our success in this case study? The TripleLift approach is:

  • Simple: it only takes one line of lightweight code to get going with TripleLift. Publishers deserve to serve their audience with best-in-class ads efficiently, and that’s precisely what TripleLift’s technology offers.

  • Scalable: the most prominent global programmatic buying platforms are integrated with TripleLift, allowing advertisers to access a publisher’s native inventory via programmatic buying easily.

  • Effective: TripleLift works with top brands and offers complete creative control to provide a seamless, uninterrupted browsing experience, matching the look and feel of a publisher’s site.


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