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Supply-side platform TripleLift today announced it has hired Dave Helmreich, previously chief commercial officer at TV ad tech business Innovid, as its new CEO. TripleLift’s previous full-time CEO Dave Clark departed the company last summer, and an interim ‘Office of the CEO’, chaired by former Datalogix CEO Eric Roza, has led the company in the meantime.<\/p>\n
Helmreich is tasked with accelerating TripleLift’s strategic initiatives and growth plans, building on its positioning as ‘the creative SSP’. The company for a long time was most closely associated with native ad formats, and as it has expanded into a wider variety of ad types, it’s continued to emphasise the role SSPs can play in enhancing the creative side of advertising.<\/p>\n
“For too long, technology has been used solely to optimise processes and squeeze margins, while the role of creative has been largely overlooked,” Helmreich said in a statement. “With its strong foundation in native and cutting-edge creative technology, TripleLift is redefining the advertising landscape. I look forward to leading the company as we continue to deliver exceptional value to consumers, publishers, and advertisers, and drive innovation in the industry.”<\/p>\n
Helmreich’s experience in the CTV world through his time at Innovid will likely be valuable to TripleLift too, given how CTV, as is the case for most SSPs, is a major area of growth.<\/p>\n
“Dave is a consummate leader, entrepreneur, and operator with over two decades of ad tech and martech experience,” said Roza, who is also operating managing director at Vista Equity Partners, which owns a majority stake in TripleLift. “Combining technical depth and commercial acumen, Dave is a people-centred leader with a deeply analytical mind. I am confident that Dave will be a huge asset driving TripleLift into the future.”<\/p>\n
Creative evolution<\/strong><\/p>\n Despite the challenges facing the SSP sector in recent years, as buy-side players have forged direct links with sellers, we’ve seen a number of major players finding interesting ways to differentiate from competitors and demonstrate their value. TripleLift’s positioning around creative is a good example of this, and the company says Helmreich’s appointment comes off the back of a year of rapid growth.<\/p>\n Alongside (and linked to) this creative focus, TripleLift has also found success in the retail and commerce media space. Last year the company signed a significant partnership with Amazon, claiming to be the first SSP to support the Amazon Ads Native Response ecommerce format on third-party supply, while just last week it was announced as a beta participant for Amazon Ads’ new traffic sharing and shaping tool, Dynamic Traffic Engine.<\/p>\n Follow VideoWeek on Twitter<\/a> and LinkedIn<\/a>.<\/p>\n