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The Programmatic Native Playbook

Matt Young, Head of Programmatic, Yahoo

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1. Native & Programmatic

2. The Importance of Native

3. The Programmatic Native Playbook

Agenda

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PROGRAMMATIC ADOPTION

2013 2014 2015 20160%

20%

40%

60%

80%

100% DisplayVideoNative

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THE ROAD TO PROGRAMMATIC

Direct Publisher/ Advertiser

Publisher Adoption of

Programmatic

OpenMarketplace

Data, Creatives,

Measurement

PrivateMarketplace

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NATIVE: DELIVERING FOR ADVERTISERS

ROI for app installs & conversations

2x 3xPERFORMANCE BRAND

depth of visit, time spent & purchase intent

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MOBILE CONSOLIDATION

of time in 5 apps

84%

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The Programmatic Native Playbook

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Understand the Native Ecosystem

Focus on Unique Differentiation

Integrate and Execute

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Thank You