Fuels Expansion of Go-to-Market Team and the Industry’s First Native Ad Exchange
Lawrenceville, NJ, June 11, 2015 – Edison Partners proudly announced today leading a $10.5 million Series B financing of TripleLift. NYC-based TripleLift is leading the evolution of display advertising with next-generation advertising technology infrastructure that powers a more beautiful, visual and engaging advertising experience for consumers. Edison’s $8 million investment will fuel expansion of sales and marketing initiatives and the industry’s first native advertising exchange. Existing investors True Ventures, iNovia Capital, Laconia Capital, and NextView Ventures also participated in the round.
"With more than 500 percent growth and the backing of leading premium publishers, TripleLift is redefining digital advertising,” said Ryan Ziegler, General Partner at Edison Partners, who has joined TripleLift’s board of directors. “We applaud the team for what they have accomplished in such a short time and are excited to be a part of this next stage of their journey.”
Founded by advertising technology veterans from AppNexus, TripleLift enables more than 1500 premium publishers to automate the selling of in-feed native advertising at programmatic scale. The company’s technology allows brands to identify and promote their best creative assets across display and mobile advertising channels, increasing consumer interaction and brand engagement. The result is a significant increase in return on advertising investments for all constituents in the media value chain – brands, agencies and publishers.
“We are building the world’s greatest ad exchange for in-feed native ads that respect the consumer experience,” said Eric Berry, CEO and co-founder of TripleLift. “Edison Partners’ deep digital advertising domain expertise, uber-relevant network, and operating know-how makes them the ideal partner to help us make this happen.”
TripleLift marks the first investment for Edison Partners VIII and the twenty-fourth investment by its Interactive Marketing & Digital Media practice, which focuses on marketing and ad technology, data services, interactive entertainment and the social media economy. Notable exits include ACT! (Sage), Cadient (Cognizant), Dendrite (Cegedim), Vocus, and most recently, NetProspex (Dun & Bradstreet). Current investments include: Arkadium, Fishbowl, Lifebooker, Magnetic, MediaBrix, Motionsoft, Offerpop, Operative, Pixability, RealMatch, Salsa Labs and Tracx.
TripleLift is the programmatic native advertising platform. The company's technology allows brands to amplify their content through in-feed native ads that match the unique look and feel of thousands of publishers. Publishers leverage TripleLift’s technology to create a new revenue stream through monetizing their in-feed inventory. For more information, please visit www.triplelift.com .
About Edison Partners
For 28 years, Edison Partners has been helping CEOs and their executive teams navigate the entrepreneurial journey and build successful companies. Through the unique combination of expansion capital and the Edison Edge platform, consisting of strategic advisory, the Edison Director Network, and executive education, Edison employs a holistic approach to nurturing invention and creating value for growth stage businesses ($5 to $20 million in revenue) in financial technology, healthcare IT, enterprise IT, and interactive marketing industries. Edison investment objectives also include: buyouts, recapitalizations, spinouts and secondary stock purchases.
Edison’s active portfolio has created aggregate market value exceeding $5 billion. Its long-tenured team, based in Lawrenceville, NJ, New York, NY, McLean, VA and Cleveland, OH, manages more than $1 billion in assets throughout the eastern United States.