A stable CPM of €3.73 through the most expensive stretch of the ad calendar: that is the headline number TripleLift is putting on a fragrance campaign it ran for GUESS FRAGRANCES during the NFL playoffs season. The company announced the results on June 25, 2026, from Cannes, together with StackAdapt.
The campaign ran through StackAdapt’s platform and TripleLift’s exchange. It used two custom TripleLift Audience segments to find consumers most likely to respond, and it paired StackAdapt’s programmatic tools with TripleLift’s premium native video inventory. The aim was awareness and engagement without leaning on formats that interrupt viewers.
The numbers
TripleLift reported three results. Cost held at €3.73 per thousand impressions throughout the Big Game season, even as competition grew. Video completion ran 6 percentage points above benchmark. Click-through rate finished at 0.20%, above benchmark.
The click-through figure came late. Early in the window, heightened competition and premium pricing pushed click-through rates below target. TripleLift spotted the problem, adjusted the campaign in real time and lifted engagement above benchmark while keeping costs steady. “The campaign did not just survive the Big Game window. It improved through it,” the announcement said.
What the people involved said
Benjamin Felix, CMO at TripleLift, called the playoffs “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.”
Xavier Le Roy, co-founder of OPR, the media agency for GUESS FRAGRANCES, said the decision to launch during the Big Game season “reflected real conviction.” In his words, “we knew that precision and timing would carry the campaign, and we wanted to reach our audience where their attention already was.”
TripleLift describes itself as the Creative SSP powered by TL Spark. It has posted more detail on the case study at triplelift.com/resources.
