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Digiday Programmatic Media Summit. Michael Lehman. TripleLift

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Digiday Programmatic Media Summit

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Digiday Programmatic Media Summit. Michael Lehman. TripleLift

  1. 1. RIDING THE NATIVE WAVE MICHAEL LEHMAN VP, Publisher Partnerships
  2. 2. ECOSYSTEM IN 2006 SHARE OF AD REVENUE THE BIG 5 PREMIUM PUBLISHERS LONG TAIL
  3. 3. PUBLISHER EMPOWERED THROUGH AUTOMATION
  4. 4. 0 15 30 45 60 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 $51.4 $45.9 $39.5 $32.6 $25.5 $17.5 $11.6 $4.7 $2.0$1.1 (in Billions) Source: eMarketer, 2017 $51B PROGRAMMATIC GROWTH THROUGH 2020
  5. 5. PUBLISHERS EMPOWERED THROUGH DATA
  6. 6. PRESENT DAY: DUOPOLY MARKET DOMINANCE Source: eMarketer, 2017 Facebook + Google 49.2% Google 32.7% Facebook 16%
  7. 7. Source: eMarketer, 2017 Walled
 Gardens 84.2% PRESENT DAY: WALLED GARDENS MARKET DOMINANCE Other Social 35.6% Nonsocial 15.2% Google 33.0% Facebook 16.2%
  8. 8. PLATFORM ADVERTISING IS NATIVE ADVERTISING 93% NATIVE SPEND
  9. 9. AN IMPERFECT MARKETPLACE
  10. 10. USE NATIVE ACADEMY FOOTAGE?
  11. 11. Our new limited edition colors have arrived! Made with sustainable, natural materials, Allbirds are shoes you’ll feel good in - and good about. COMPONENT-BASED AD PLACEMENTS
  12. 12. A HEALTHY NATIVE ECOSYSTEM Ad Quality Verification Supply Diversity Effective Executions
  13. 13. 33%M O R E O F T E N S E E N 168%M O R E T I M E S P E N T 68%F A S T E R N O T I C E D 133%H I G H E R C L I C K - T H R O U G H N AT I V E C O M PA R E D T O T H E B A N N E R
  14. 14. 3,500,000K 7,000,000K 10,500,000K 14,000,000K 2016 2017 2018 2019 2020 $14B Source: eMarketer, 2017 & Business Insider, 2017 NONSOCIAL NATIVE: FASTEST GROWING DIGITAL SEGMENT
  15. 15. CONTACT: MICHAEL@TRIPLELIFT.COM

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