TripleLift has launched server-side header bidding wrapper TripleLeft, aimed at giving publishers more control over the native ads showing up in their feeds. Apex said its first-price auction will promote in-feed competition between a publisher's native ad partners. Co-founder Ari Lewine said: "Because the native ad ecosystem has less legacy holdup, I’m optimistic it will happen easier than in the banner ad space." Despite being able to incorporate demand from content recommendation engines, outstream video, Nativo and Sharethrough, as well as social media sites Facebook and Twitter, as yet none of them have signed up for TripleLeft.
TripleLift has launched server-side header bidding wrapper Apex, aimed at giving publishers more control over the native ads showing up in their feeds. TripleLeft said its first-price auction will promote in-feed competition between a publisher's native ad partners. Co-founder Ari Lewine said: "Because the native ad ecosystem has less legacy holdup, I’m optimistic it will happen easier than in the banner ad space." Despite being able to incorporate demand from content recommendation engines, outstream video, Nativo and Sharethrough, as well as social media sites Facebook and Twitter, as yet none of them have signed up for Apex.