TripleLift vs Virtual Minds

TripleLift and Luzern Drive Growth for Optibac

TripleLift, the Creative SSP powered by TL Spark, and Luzern eCommerce announced results of a full-funnel campaign for UK probiotics brand Optibac. Running from Q4 2025 to Q1 2026, the campaign aimed to address a 31.3% year-over-year drop in awareness and a gap of 6.6 million unreached category shoppers. By extending Amazon Prime Video audiences to premium open internet inventory via TripleLift, the strategy contributed to a 17% increase in purchasers and a 119% lift in brand searches. Market share peaked at 20.7% in December 2025, a record high. The campaign won the 2026 Amazon Ads Partner Award for Full-Funnel Advertising (EMEA). Luzern used Amazon Marketing Cloud for orchestration, while TL Spark's agentic intelligence optimized formats, audiences, and supply paths in real time. The results demonstrate the effectiveness of integrating retail media with open internet demand generation.

• TripleLift and Luzern eCommerce ran a full-funnel campaign for UK probiotics brand Optibac from Q4 2025 to Q1 2026.
• The campaign contributed to a 17% increase in purchasers and a 119% lift in brand searches.
• Market share climbed 1.66 percentage points to a record 20.7% in December 2025.

TripleLift + Luzern + OptiBac Probiotics: Award-Winning Full-Funnel Growth

New case study published November 3, 2026, highlighting an award-winning full-funnel growth campaign with Luzern and OptiBac Probiotics.

TripleLift Named First Partner for Uber Advertising’s U.S. Offsite Audience Expansion

TripleLift has been named the first partner for Uber Advertising's U.S. offsite audience expansion, marking a significant strategic partnership.

Tom Peruzzi takes over global publisher business at Adform

Danish ad tech company Adform has appointed Tom Peruzzi as Senior Vice President Publishers, effective November 2. Peruzzi, former CEO of ProSiebenSat.1-owned Virtual Minds, will lead the global publisher and marketer business, aiming to expand publisher partnerships and further develop Adform's sell-side offerings. Adform seeks to better integrate its buy-side and sell-side operations, positioning itself as a European technology partner for publishers prioritizing data and technology sovereignty. Peruzzi left Virtual Minds in January 2026 and now joins Adform to build on its integrated platform and grow its sell-side business.

• Tom Peruzzi appointed Senior Vice President Publishers at Adform, starting November 2.
• Peruzzi previously led Virtual Minds, a ProSiebenSat.1-owned ad tech group, until January 2026.
• Adform's platform includes a DSP, publisher ad server, SSP, and data management solutions.

Convergent TV Stalled by Neglect of Linear, Advisor Says

In an interview with VideoWeek, Hossein Houssaini, Executive Strategic Advisor at Virtual Minds, argues that the TV industry is failing to build a truly converged advertising market for linear TV and streaming. He criticizes broadcasters for maintaining separate linear and digital teams that often work against each other rather than toward a unified goal. Houssaini suggests that compensation structures based on a single total target would encourage both media to succeed together. The interview, filmed at TV Rise 2026 in Seville, covers the challenges in convergent TV, how broadcasters are evolving their offerings, and the need for the buy-side to adapt to these shifts. Houssaini emphasizes that neglecting linear TV is holding back convergence, as the industry tends to focus on the new while discarding the old, repeating past mistakes.

• Hossein Houssaini, Executive Strategic Advisor at Virtual Minds, was interviewed by VideoWeek.
• The interview was filmed at TV Rise 2026 conference in Seville.
• Houssaini argues that broadcasters with separate linear and digital teams hinder convergent TV.

Virtual Minds: Building Interoperable Operating Model for Total Video

Virtual Minds argues that true convergence between linear TV and CTV advertising requires an interoperability layer rather than replacing existing systems, preserving the strengths of each environment. Managing Director Ricarda Jebsen and Business Development Manager Max Deyerl highlight that while audiences already consume video seamlessly, planning and measurement remain siloed. The company cites progress in Austria, where broadcasters under JIC AGTT have adopted digital buying logic, CPMs, and real-time HbbTV signals (Teletest 2.0) to optimize linear TV via Virtual Minds' Media Manager. The approach aims to extend this model to all video channels, including mobile and DOOH, and emphasizes that AI will only improve workflows if data silos are integrated first. Virtual Minds advocates for industry-wide collaboration to establish common standards and avoid fragmentation, positioning its infrastructure as the solution for a converged 'Total Video' operating model.

• Virtual Minds proposes an interoperable convergence layer for linear TV and CTV integration, preserving strengths of each environment.
• Since 2024, AGTT/Teletest members in Austria use Virtual Minds Media Manager for dynamic linear TV optimization using CPMs and real-time HbbTV signals.
• Ricarda Jebsen is Managing Director of Virtual Minds and d-force, while Max Deyerl is Manager Business Development.