A stable CPM of €3.73, a video completion rate 6 percentage points above benchmark and a click-through rate of 0.20%. Those are the figures TripleLift published on June 25, 2026, for a campaign it ran with StackAdapt for GUESS FRAGRANCES through the Big Game season.
TripleLift, which describes itself as the Creative SSP powered by TL Spark, announced the results from Cannes, France. The campaign went out on the StackAdapt platform and used TripleLift’s exchange. Two custom TripleLift Audience segments picked out the consumers most likely to respond to the brand’s message, and the buy leaned on premium native video rather than formats that interrupt viewing.
Costs rose, clicks fell short, then recovered
The company said the price of reaching viewers climbed as competition intensified, yet its CPM did not move off €3.73 for the whole season. Video completion ran 6 percentage points higher than the benchmark.
Clicks started badly. Early click-through rates landed below target, which TripleLift attributed to heightened competition and premium pricing. Its team spotted the shortfall, adjusted the campaign in real time and pushed engagement above benchmark, lifting CTR to 0.20% while holding costs down. In the company’s own words, the campaign “did not just survive the Big Game window. It improved through it.”
Benjamin Felix, CMO at TripleLift, called the NFL playoffs season “the ultimate pressure test for media performance.” He added: “Costs rise. Competition spikes. Attention gets harder to win. This campaign showed that brands do not have to choose between premium environments and efficient outcomes.”
His prescription was a mix of native video, custom audience intelligence and active optimization. That combination, he said, lets a brand “break through the noise without wasting spend.”
Xavier Le Roy, Co-Founder at OPR, the media agency for GUESS FRAGRANCES, explained why the brand chose to launch when it did. “Choosing to launch during the Big Game season reflected real conviction,” he said. His team “knew that precision and timing would carry the campaign” and wanted to reach the audience “where their attention already was.”
TripleLift has posted more on the case study at triplelift.com/resources.
