-- Combined company will help customers take control of their data and 
     address audiences effectively in the absence of third-party cookies

TripleLift, the advertising technology company reinventing ad placement at the 
intersection of creative, media and data, today announced the acquisition of 
1plusX, an award-winning first-party data activation platform. 1plusX has 
unique technology to help both publishers and advertisers address their 
audiences with privacy-centric solutions.

Photo - https://mma.prnewswire.com/media/1770829/TL_orzo_social_v2.jpg 

The media industry has been changing rapidly. Third-party cookies, cross-domain 
and cross-app targeting, and audience choice are all evolving to better control 
user information. As a result, digital advertising will need to be rebuilt from 
the ground up. By joining 1plusX's privacy-friendly solutions and TripleLift's 
scaled media marketplace, publishers can better monetize their content and 
advertisers can more effectively reach their audiences.

"The combination of TripleLift and 1plusX means publishers and marketers will 
have a scaled, independent platform that is designed for the privacy-centric 
future," said Eric Berry, Co-Founder & CEO, TripleLift. "Now thousands of 
TripleLift publishers can access 1plusX's best-in-class technology to leverage 
first-party data and TripleLift advertisers can apply that same data to 
targeting capabilities made for the privacy era. No third-party cookies 
required."

"We have built one of the most sophisticated first-party data management 
platforms in the world," said Juergen Galler, CEO & Co-Founder, 1plusX. "Our 
core product, an AI-driven intelligence solution, takes in a client's data, 
enriches it, and then turns it into precise audience and asset profiles in 
real-time. By providing user-based behavior insights, our clients can activate 
them on relevant channels from the web to connected TV." Primarily operating in 
the privacy-advanced European market, compliance is at the core of 1plusX's 
technology which processes billions of data signals each day.

Many of the largest and most sophisticated publishers in the world have 
benefited from these solutions. "Working with 1plusX allowed us to break free 
from several third-party data providers and create a full in-house data 
strategy in time for GDPR's enforcement," said Carsten Schwecke, CEO, Axel 
Springer All Media. "As a result, while most media companies were experiencing 
shrinking targeting revenues, we increased ours with the help of 1plusX. Joined 
together, these two companies are uniquely positioned to deliver the 
first-party data solutions essential to helping publishers like Axel Springer 
increase yield in the wake of the privacy changes taking place across our 
industry."

TripleLift is no stranger to cookieless solutions. It was initially founded by 
creating native ads for the open web, which are inherently contextual formats, 
and it offers data-driven Exchange Traded Deals (ETDs) – impression-level, 
outcome based targeting signals that drive advertiser performance without the 
use of third-party cookies. The acquisition of 1plusX gives TripleLift 
customers yet another powerful tool and it reinforces the company's ongoing 
commitment to supporting both publishers and advertisers through the coming 
industry changes.

The acquisition also allows both companies to speed their roadmaps and bring 
new products to market. "We will grow 1plusX's thriving business and create 
net-new products for both publishers and advertisers to leverage moving 
forward," said Ari Lewine, Co-Founder and Chief Strategy Officer, TripleLift. 
"Our ads will be enriched with first-party data. These new products are the 
scaled and privacy-friendly solutions our industry has been seeking."

"Publishers are already sitting on one of the largest potential goldmines of 
data to fill the cookie void: publisher first-party data, which includes 
contextual, registration and on-site behavioral data," said Paul Bannister, 
Co-Founder and Chief Strategy Officer, CafeMedia. "This acquisition signals to 
the industry that a much needed investment in first-party solutions is finally 
here and it's being jump-started by TripleLift with this acquisition."

About TripleLift
TripleLift is the advertising technology company reinventing ad placement at 
the intersection of creative, media and data. Our marketplace serves the 
world's leading brands, publishers, streaming companies and demand-side 
platforms, executing over 1 trillion ad transactions every month. Customers 
choose us because of our addressable offerings from native to online video to 
connected television, innovations that insert brands into content in real-time, 
and supportive experts dedicated to maximizing partner performance. Part of the 
Vista Equity Partners portfolio, TripleLift has appeared on both the Inc. 5000 
and Deloitte Technology Fast 500 for five consecutive years, has been named to 
Business Insider's list of Hottest Ad Tech Companies for three straight years 
and was awarded Most Innovative TV Advertising Technology by AdExchanger in 
2021. Find out how TripleLift is shaping the future of advertising at 
triplelift.com ( 
https://c212.net/c/link/?t=0&l=en&o=3479653-1&h=3267793974&u=http%3A%2F%2Ftriplelift.com%2F&a=triplelift.com 
).

About 1plusX
1plusX empowers publishers and advertisers to take control of their first-party 
assets to drive business results. Their real-time data management, data clean 
room, and CTV solutions converge to help customers engage their audiences with 
more meaningful and personalized content and advertising. 1plusX supports 
publishers in monetizing their inventory and optimize advertisers' marketing 
performance through data. So far, 1plusX has enhanced the marketing performance 
of companies around the world including Axel Springer, BI Garage, Le Figaro, 
South China Morning Post, and Tegna.

Founded in 2014, 1plusX is a global MarTech company operating in Europe, Asia, 
and the US. 1plusX is built on the principles of collaboration, trust, privacy, 
and transparency. From their technology all the way to their customers, 1plusX 
values their partnerships to stay forward-thinking and adaptable in the 
ever-changing digital media ecosystem.

Source - TripleLift

CONTACTS: Brianna Gays, TripleLift – bgays@triplelift.com; Martinique Jobin, 
1plusX  – martinique.jobin@1plusx.com