Search and Performance Insider Summit, Deer Valley, UT, Dec. 13, 2019 - 10:15 AM: The Web We Need to WeaveFrom the original sins of the open web to today's disparate digital experiences — social, search, e-commerce, and publishers — we'll summarize how tomorrow's solutions need to reconsider all parts of the digital experience: people, publishers, and brands. Only by taking a complete perspective can we weave the web it was intended to be.Presenter: DennisYuscavitch, VP, Global Product Marketing,OutbrainDennisYuscavitchis a Product Marketing executive with 10+ years of experience leading innovation and go-to-market strategies for top technology firms. Currently, Dennis is the Vice President of Global Product Marketing at Outbrain. Prior to Outbrain, Dennis held strategic positions at Google (DoubleClick), Experian Marketing Services, and Deutsche Bank, to name a few. Out of the office, he coaches youth soccer, basketball, and baseball teams, and writes regularly for Digital Content Next, covering all-things native advertising.

1. The Web We
Need to Weave
Dennis Yuscavitch
VP, Product Marketing
December 13, 2019

2. “Software is eating the world”
– Marc Andreessen, Andreessen Horowitz

3. “The original sin of the internet
was not building a payments
system into the browser, many
tried, all failed”
– Marc Andreessen, Andreessen Horowitz

4. “Advertising = (can be) Awesome”
– Me

5. Web 1.0
IP
TCP UDP
SMP NTPHTTP DNS SLP
COOKIES JAVASCRIPT
Web 2.0
From these humble beginnings, and 25 year old technology

6. Marketing Technology LUMAscape
© LUMA Partners LLC 2019
Identity
Chat
MARKETING TECHNOLOGY LUMAscape
Mobile Web
Website Creation & Mgmt
AB/MVT & Personalization
Translation
Content Marketing Platforms
DAM Feedback / Surveys
Marketing Data
Social Login/Sharing
UGC Mgmt & Forums
Online Video Players
Players
(SMB)
E-Commerce Platform/Storefront (Enterprise) Social Referral
E-Commerce Technology
Merchandising
Payments M-Commerce
Website
WCM
Community
Landing PagesSEO Platforms / Tools
Loyalty
DMPs
Site Perf/Opt
Web Analytics
Denotes acquired company Denotes shuttered company
Integrated Mktg Mgmt DB
Mktg
Mktg Modeling/Attribution
Sales & Marketing
Sales Automation
Marketing Automation Customer Relationship
Intelligence
Social Marketing Management
Email Optimization
Email Service Providers
Website Personalization & Optimization
CDP
Commerce
Visualization Sales/ Mktg
Dashboard
RecsB2B Pers Performance Mktg

7. Probability
74.23473%
We seek refuge…

8. Powering native for the web

9. Difficult Questions
Your personal
data is the
product?
100+ year
old business
model?
Haves and
the have-
nots?
Is fragmented
web good for
long—term
health?

10. New Experiences
Interest-based
New Discovery
Experiences
People
Publishers Marketers
More Revenue +
User Loyalty

11. New experiences
+ Interest based
New Discovery
Experience
People
Publishers Marketers
More Revenue +
User Loyalty

12. New experiences
+ interest based
New Discovery
Experience
People
Publishers Marketers
More Revenue +
User Loyalty

13. New experiences
+ interest based
New Discovery
Experience
People
Publishers Marketers
The web
we need to
weave
More Revenue +
User Loyalty

14. Thank You!
Dennis Yuscavitch
VP, Product Marketing
@dennisy

15. STATUS QUO MODEL A.I. ACCELERATOR MODEL
$616.82Per capita annual bounty
per US internet user in 2022
Source: Future Majority Source: Microsoft
$21,522Per capita US
A.I.-driven G.D.P. by 2030
How much is your data worth?
Appeared in the NYT Magazine Published on November 13th : “We’re Stuck with the Tech Giants, But They Are Stuck With Each Other” – by John Herrman

16. New experiences
+ interest based
New Discovery
Experience
People
Publishers Marketers
The web
we need to
weave
More Revenue +
User Loyalty

17. New experiences
Interest-based
Fewer, Better
Ads
People
Publishers Marketers
The web
we need to
weave
More Revenue +
User Loyalty