TripleLift has launched TL Direct, a self-serve platform for sell-side orchestration across web, mobile and connected TV. The product is now generally available following a beta programme.
Aimed at buyers and sellers managing curated media deals, the platform brings those workflows into one system. Users can build and launch deals through a user interface, application programming interface and MCP-based access.
TL Direct sits on top of TL Spark, TripleLift's intelligence layer, which coordinates supply, creative, audiences, measurement and performance. The system is designed to support both human-led workflows and software-led execution.
TripleLift said agencies, publishers, curators and brands, including Amerge, Raptive and Zeroma, used the product during beta. Many participants already have live deals running on the platform.
For publishers, TL Direct offers tools to build one-to-one private marketplace deals and curated arrangements using first-party data and lookalike modelling across TripleLift's direct publisher relationships. For buyers, it provides access to the company's behavioural and contextual segments, along with integrations with audience and measurement partners.
The launch comes as ad-tech companies seek to give media buyers and sellers more direct control over deal-making while simplifying fragmented programmatic processes across channels. Connected TV, mobile and web inventory are often traded through separate systems, driving demand for tools that can manage supply, data and measurement in one place.
Dave Helmreich, Chief Executive Officer at TripleLift, outlined the company's position on the launch.
"TL Direct gives buyers and sellers the necessary control, flexibility and speed, while TL Spark ensures every deal is continuously optimized. 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," said Dave Helmreich, Chief Executive Officer, TripleLift.
TripleLift also cited findings from a Forrester Total Economic Impact study it commissioned. According to the company, the study found users could save an average of 40 hours per campaign through creative assembly and custom asset development, equal to USD $357,000 in avoided labour costs over three years.
The same study found that TripleLift campaigns delivered a $3.70 return on ad spend and generated USD $1.3 million in incremental profit from increased advertising value over three years, according to the company. TripleLift presented those figures as evidence of the system's impact on both operating efficiency and media performance.
Early users
Amerge, which is powered by Podean, said the platform has become part of its push into upper-funnel advertising. Its comments pointed to easier deal execution and broader use of data and curation tools.
"TL Direct is playing a central role in our expansion into upper funnel solutions. 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. We're excited to see the value and growth this will bring to our clients," said John Doyle, Chief Executive Officer, Amerge.
Raptive, which works with publishers, focused on how the system changes the process of creating and managing private marketplace deals. It said the link with TripleLift's supply intelligence helps its team activate deals with less friction.
"Raptive's publishers deserve deals that are as smart as the content they create. 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 - and that's exactly what we need," said Maynard.
Zeroma said the platform helps it apply declared consumer intent signals across a broader set of supply without weakening signal quality. It framed that as increasingly important as advertisers face a less observable web environment.
"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. Zeroma is built around human signals: bespoke captures of declared consumer intent that give brands genuine visibility and control over how their audiences are defined. The challenge is scaling that fidelity. 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," said Oatley.