A Forrester study commissioned by TripleLift found the platform saves 40 hours per campaign and delivers $3.70 in return for every dollar spent.
TripleLift, the Creative SSP powered by TL Spark, its agentic intelligence layer, announced the general availability of TL Direct, its new self-serve platform that gives buyers and sellers unified control over curated media outcomes across web, mobile, and connected TV. Having completed a successful beta program with a select group of agencies, publishers, and brands, many of whom have live deals on the platform, TL Direct is now open to the broader market.
TL Direct is designed for speed, precision, and scale. Buyers and sellers can build and launch deals in minutes rather than weeks, with access to TripleLift’s free proprietary behavioral and contextual segments, as well as the industry’s top audience and measurement partners. Publishers can build widely accessible one-to-one private marketplaces, as well as curated deals leveraging first-party data and lookalike modeling, across TripleLift’s network of more than 5,000 direct publisher relationships.
The platform also opens new opportunities for agency curation teams, third-party curators, and commerce media buyers to orchestrate deals with curated supply, high-impact creatives, granular audience targeting, and impact measurement. TL Direct supports UI, API, and MCP-based access, positioning it as a bridge from human-led workflows to agent-led execution, and placing TripleLift at the forefront of agentic programmatic infrastructure.
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Powering TL Direct is TL Spark, TripleLift’s intelligence layer that orchestrates supply, creative, audiences, measurement, and performance as a single unified system. Unlike point solutions that optimize a single variable, TL Spark continuously optimizes across multiple levers simultaneously, from supply selection and format choice to audience matching and outcome signals. Built for agentic transactions, TL Spark moves programmatic beyond isolated automation toward intelligent, continuous optimization at scale.
“TL Direct gives buyers and sellers the necessary control, flexibility and speed, while TL Spark ensures every deal is continuously optimized,” said Dave Helmreich, CEO at TripleLift. “We’re not just making deals and curation easier — we’re making it smarter, more connected, and ready for the agentic future of programmatic. The Beta results are impressive: partners activated quickly, saw real impact, and came back for more.”
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According to a Forrester Total Economic Impact study commissioned by TripleLift, the platform can save an average of 40 hours per campaign through TripleLift’s creative assembly and custom asset development, translating to $357,000 in avoided labor costs over three years. The same study found that TripleLift campaigns deliver a $3.70 return on ad spend and generate $1.3 million in incremental profit from increased advertising value over three years.
Several of the industry’s key agencies, publishers, curators, and brands are already using TL Direct, including Amerge, powered by Podean, Raptive, and Zeroma.
“TL Direct is playing a central role in our expansion into upper funnel solutions,” said John Doyle, CEO at Amerge, powered by Podean. “The Deal UI alone has been a significant step forward, giving our teams efficient access to quality open internet supply at global scale, publisher first-party data, and creative ad formats that consistently outperform standard units. But the broader capabilities of the platform, including data onboarding, ID matching, and advanced curation, are what truly set it apart.”
“Raptive’s publishers deserve deals that are as smart as the content they create,” said Ryan Maynard, SVP Programmatic Sales Operations at Raptive. “TL Direct makes it possible for our team to build, activate, and optimize PMP deals with far less friction than anything we’ve used before. The integration with TripleLift’s supply intelligence means every deal is working harder for our publishers.”
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“The observable web is shrinking, and with machine-generated noise filling the gap, the quality of the signal you start with has never mattered more,” said Will Oatley, Founder and CEO at Zeroma. “TL Direct closes the gap between curation strategy and execution, extending our deterministic, double-verified signals across TripleLift’s supply in a way that preserves what makes them valuable. Brands can now scale declared intent without the signal degradation that typically comes with reach.”
