20 Questions With Eric Berry CEO at TripleLift

Interview Series 10

As CEO and Co-Founder of TripleLift, Eric is building the company to be the leading advertising solution for the visual web. Before TripleLift, Eric was a leader in the client services and product architecture teams at AppNexus and was previously an attorney at Simpson Thacher & Bartlett LLP.

TripleLift is a real-time bidding network for native ads. Founders Eric Berry, Ari Lewine and Shaun Zacharia have taken over $17 million in venture and angel investment to date and are on pace for nearly $75M this year.

Who are your ideal clients?

We work to enable high quality, respectful advertising experiences for the next generation of content publishers on the web.

Is this your first business?


What position did you hire first?


What is the biggest reason for your success so far?

We've been relatively quick to admit when an idea was wrong and given it up - and when it's right, to double down.

What were the earliest indications that this business could be successful?:

We ran our first test campaign on the platform and it absolutely blew away our expectations - without any games or anything - we knew we had a great product.

What is working best for your marketing right now?

We're in a niche space, so we do targeted marketing outreach and sponsorships - but it's very, very targeted.

What is your biggest differentiator?

We're an absolute leader in our space. TripleLift is the only platform that provides programmatic native advertising at scale, biddable with any major DSP.

What is the toughest decision you've had to make in the last few months?

Personnel decisions are always challenging, even when it's for the good of the business.

If it was possible, what advice would you give yourself 10 years ago?

I was a lawyer for several years - that was a mistake. I would definitely let myself know not to do that.

How did you meet your co-founders or business partners?

We worked together in our previous job.

Do you ever use coworking spaces?

Yes, all our satellite offices (we have 7 offices) are in co-working spaces, though they generally have separate offices.

What book are you most likely to give as a gift?

The Elon Musk biography does a great job of getting me off my ass any time I feel lazy.

Favorite place to travel to?

I love Vermont. I spent a lot of time there as a child, so it has some sentimental value.

What is the best small business in your neighborhood?

Sweetgreen isn't only in my neighborhood, but they're really a well-run business with a focus on high-quality food.

Who is the best freelancer you have worked with?

We don't really work with freelancers.

What is your favorite app or online tool?

I'm really getting into Microsoft OneNote

What was the best event that you recently attended?

The E&Y Entrepreneur of the Year event was fantastic.

How did you finance your business?

I was an attorney in a past life, so I had some savings. We bootstrapped for a while, raised some VC money, and tried to run a profitable business.

What business would you love for someone else to start?

I'm sure there are a dozen apps for this, but I really want an on-demand personal trainer with a few friends for not an absurd amount of money.

What advice do you have for new founders?

Be open-minded about market traction for your product and market feedback. If you need to pivot or adjust your model, that's OK. When you find something that works, really go in.

Twitter: @ezberry

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