Digiday Programmatic Media Summit

1. RIDING THE NATIVE WAVE
MICHAEL LEHMAN
VP, Publisher Partnerships

2. ECOSYSTEM IN 2006
SHARE OF AD REVENUE
THE BIG 5 PREMIUM
PUBLISHERS
LONG TAIL

3. PUBLISHER EMPOWERED THROUGH AUTOMATION

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. PUBLISHERS EMPOWERED THROUGH DATA

6. PRESENT DAY: DUOPOLY MARKET DOMINANCE
Source: eMarketer, 2017
Facebook + Google
49.2%
Google
32.7%
Facebook
16%

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. PLATFORM ADVERTISING IS NATIVE ADVERTISING
93%
NATIVE SPEND

10. AN IMPERFECT MARKETPLACE

12. USE NATIVE ACADEMY FOOTAGE?

13. 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

18. A HEALTHY NATIVE ECOSYSTEM
Ad Quality
Verification
Supply Diversity
Effective
Executions

19. 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

20. 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

21. CONTACT: MICHAEL@TRIPLELIFT.COM