Native advertising platform Triple Lift enters APAC with Sydney office

Triple Lift, which claims to be the world’s largest native advertising platform, has announced it will be opening an office in Sydney which will service clients across Asia Pacific.

The APAC team will be led by country manager Kevin Delie, who is relocating from New York to Sydney to oversee the expansion.

Kevin Delie

“Kevin has built what was just a solo operation into an integral part of Triple Lift’s overall global growth,” said John Stoneman, general manager of international at the company said.

“Several of Australia’s largest publishers are now clients and the ad requests delivered in the region number in the billions per month. We look forward to an even more significant expansion with the team we are onboarding there.”

Delie previously led the publisher development team at Triple Lift’s NYC headquarters. In this role, he worked with several large publishers to launch and grow native programmatic offerings, including BBC, CBSi and Microsoft, giving Triple Lift the largest Com Score-verified reach of any native platform in the world.

Triple Lift has also hired a series of new recruits to lead the company in its APAC dealings.

Penelope Lloyd has been brought on to lead publisher relationships for Australia and New Zealand. Lloyd joins from Domain where she oversaw the company’s transition to a programmatic-first strategy. Prior to this, Lloyd has also worked at Disney, Seven West Media and Nine.

Triple Lift is launching in Sydney

Luke Sroba joins Triple Lift as partner manager. In this role he will provide consulting and support for agency trading desks and DSPs across the region. Sroba joins from five years in various roles at Publicis Media, first at Vivaki leading the Zenith and Razorfish programmatic operations and most recently as product director.

Taking up the role of sales director, ANZ, is Ethan Robinson who joins with seven years’ experience with startups, including Triple Lift. He started as Triple Lift’s first mid-market seller and lead partnerships with some of the company’s largest global clients, including Johnson & Johnson, Estée Lauder, BMW and Coca-Cola in his time with the company.

“We’re focused on partnering with Australia’s most premium publishers, currently including REA Group, Domain, Gumtree, Mamamia and Interplay Media, and delivering more than 4 billion monthly ad requests in Australia and 500 million in New Zealand since a soft launch nine months ago,” said Delie.

Amy Jansen-Flynn of REA Group said: “TripleLift’s solution has allowed us to seamlessly integrate native ads across the experience. This has supported a more diversified programmatic product portfolio, helping us to deliver better overall solutions for our programmatic advertising partners.”


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