Built originally to monetize its own content, TriCoast Media has quietly become one of CTV advertising’s more unconventional infrastructure plays.
TriCoast Media, the content-first adtech company that grew out of global film and television distributor TriCoast Entertainment, has announced an expansion of its unified supply-side and demand-side platform, scaling both its sales team and content library to meet growing demand.
The company’s model is built around a content flywheel. Drawing on a library of more than 5,000 film and television titles, TriCoast Media offers publishers more favorable revenue shares in exchange for preferred access to backfill inventory — a structure it says preserves publisher economics while allowing the company to build direct partnerships with more than 250 connected TV publishers and 3,000-plus channels, including VIZIO, Samsung, Paramount, Xumo, Tubi and Plex.
For advertisers, the company claims the model delivers CPMs 30% to 50% lower than traditional buying approaches by reducing the number of intermediary hops between buyers and inventory. The platform integrates first-party, third-party and contextual data, with campaign verification supported by HUMAN and Mediaocean.
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“Right now, everyone is talking about the convergence of buy and sell sides, but we’ve been built that way from the start,” said Nick Risher, chief executive of TriCoast Media. “Because we began as content owners filling our own inventory, we developed a fully integrated SSP and DSP that optimizes the supply path, resulting in fewer hops, better economics, and stronger outcomes.”
The expansion positions TriCoast Media at an unusual intersection for the adtech industry — operating simultaneously as a studio, distributor and technology platform — a combination the company says gives it structural advantages that purpose-built adtech players cannot replicate.