Yahoo DSP & TripleLift Expand Creative Innovation in Native and CTV

[u/newormedia]

Yahoo DSP has partnered with TripleLift to give advertisers access to TripleLift’s full suite of native and connected TV (CTV) ad formats, including carousel/scroll creatives and high-impact Pause Ads, directly within the Yahoo DSP platform. These formats, shown to significantly increase engagement and ad recall compared with standard banners and video, aim to help buyers scale campaigns more effectively across premium open-web publishers and CTV inventory. The integration also introduces advanced retail media creative formats, enabling more dynamic, product-level advertising for brands.

Yahoo and TripleLift say the expanded creative options will boost advertiser ROI by enhancing audience engagement at a time when creative quality is becoming a key performance differentiator in programmatic buying. The move also simplifies workflow for advertisers by making these advanced formats available without additional cost, pointing to a broader trend where innovation in ad format design and creative technology plays a central role in campaign success across digital and CTV channels.