Most ad tech product managers understand that banner ads are now widely seen as the dinosaurs or web-based advertising – text heavy, clunky and so uninspiring people have become blind to them. By harnessing the power of the visual web, New York-based ad tech start-up TripleLift is helping evolution on its way with a product that may well select text-laden banners for extinction and replace them with beautiful, inherently social images for viral sharing.
Harnessing the power of the Visual Web
And it’s just raised $4 million in Series A, a cash injection which brings its total investment since its launch in 2012 to $6.13 million. Describing TripleLift as a native advertising company leaves out more than it reveals; the more discerning product manager will want to know what makes TripleLift unique.
The startup’s co-founder and CEO, Eric Berry, told TechCrunch journalist Anthony Ha that the Web is evolving at an accelerated pace from an emphasis on text to a massive emphasis on the image – the Visual Web is here. He said:
“We’re finding that brands are creating a lot of beautiful images to communicate with their customers. A lot of this is for microsites or campaigns that they create, in addition to for assets created for social media.”
TripleLifts trawls the web and finds the images that the advertiser senses speak most effectively to their audiences, irrespective of where they’ve been posted. Its image fingerprinting technology can match those images wherever they are, no matter whether they’ve been re-sized, cropped or compressed, and converts them into beautiful native display ads that automatically blend in with the look and feel of publisher websites.
Torqueing up the tech
But that’s not all (tech-savvy product managers will like this bit): TripleLift is building digital Adland’s first real-time bidding-based native exchange.
The new funding round, which was led by True Ventures (iNovia Capital, Laconia Ventures, Liberty City Ventures, MESA +, NextView Ventures and the Social Internet Fund plus others also participated), will help the startup move the web away from ugly banners to ravishing, image-centric native ads, Berry said, adding:
“Because our native advertising is so heavily dependent on technologies like computer vision and dynamic templating, we’re investing heavily in engineers and analysts, as well as the significant amount of hardware required to actually enable the technology.”