Riding the Native Wave: How Publishers Can Empower Themselves Through Automation and Data
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Riding the Native Wave: How Publishers Can Empower Themselves Through Automation and Data
- 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
- 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