TriCoast's Nick Risher On Why Owning The Content Changes The Math

Key Takeaways

• TriCoast operates as both studio and SSP using 5,000‑title library
• Offers publishers lower CPMs via reduced revenue share
• Compresses supply chain, keeping more ad spend with publishers
• Partners with 150 premium publishers including Tubi, Samsung, Vizio
• Expanding library and sales team to grow ad‑tech footprint

Pulse Analysis

The convergence of content ownership and programmatic advertising is reshaping the video ecosystem. Traditional ad‑tech stacks rely on multiple intermediaries—agencies, DSPs, SSPs—each taking a cut of the advertiser’s budget. Companies that control both the creative assets and the distribution channels can bypass many of these layers, creating a more direct, cost‑effective pathway from brand to viewer. TriCoast’s transition from a pure film distributor to an SSP exemplifies this trend, leveraging its extensive library to negotiate favorable rev‑share terms and lower CPMs for publishers.

TriCoast’s strategy hinges on its 5,000‑title catalog, which it supplies to a curated network of roughly 150 premium publishers such as Tubi, Samsung, Vizio, and Plex. By offering these partners a reduced revenue‑share rate, the company secures cheaper backfill inventory, allowing advertisers to reach audiences at lower cost while publishers maintain earnings. The model also includes a service layer that assists agencies with insertion orders and contextual targeting, further streamlining the supply path. This dual‑role—studio and ad‑tech provider—creates a flywheel effect: more content drives more inventory, which attracts demand partners like FreeWheel, reinforcing the network’s value.

Looking ahead, TriCoast’s focus on expanding both its content library and sales organization positions it to capture a larger slice of the FAST and programmatic video market. As advertisers seek higher ROI and publishers demand better margins, vertically integrated platforms that can offer both premium inventory and efficient transaction processing are likely to gain traction. TriCoast’s model could prompt other studios to explore similar ad‑tech ventures, accelerating consolidation and potentially redefining pricing dynamics across the industry.