3rd party cookies will be replaced with 1st party data. Its private, secure & accurate. But it isn't scalable.
Today TripleLift acquired 1plusX. Together we will offer 1st party data-derived audiences at scale.
Welcome to the (1st) party.
There should be a "coding bootcamp", but for ad tech.
- Run campaigns in a DSP
- Manage a publisher ad server
- Troubleshoot discrepancies
etc.
I think the hiring rate would be incredibly high.
Our goal was to hire 179 people last year. Here's what actually happened:
- Applicants: 12,855
- Candidates: 3,048
- Offers: 180
- Acceptance: 81%
- Hires: 146
Hiring is hard.
Apple launches Search Ads. Uber launches Uber Ads. Walmart launches Walmart DSP. Instacart launches Instacart Advertising. CVS, Target, Gap, Ulta, Home Depot, TripAdvisor, Kroger and Best Buy launch media networks.
Given enough time, every company is an advertising company.
Unpopular opinion: There is nothing "privacy friendly" about pop-ups on every website asking for consent with the only option to click 'yes' to make the pop-up go away.
Programmatic didn't exist 15 yrs ago, now it's a $155b industry. Header bidding didn't exist 10 yrs ago, now it's the standard. CTV was coined around 2015, now it's the next big thing.
Ad Tech is reborn every 5 years.
5 years ago TripleLift made the Inc 5000. At the time I thought to myself, "Damn, we've really made it." Today we made the list for the 5th consecutive year and all I can think about is how it feels like we've barely just begun.
Top Misconceptions About Programmatic
1. Fraud is gone
2. People don't matter
3. There's scale in CTV
4. Supply is a commodity
5. 3rd party data is highly accurate
6. Cookies going away will make things worse
What am I missing?
The Trade Desk valuation:
2016: $1 billion
2017: $2 billion
2018: $5 billion
2019: $12 billion
2020: $38 billion
We just crossed $1,000,000,000 earned by publishers on TripleLift. A billion dollars to help support a free and open internet.
This stuff matters.
Tell me how long you have been in programmatic without telling me how long you’ve been in programmatic
The month we started TripleLift an "advisor" told us he would steal our idea and crush us. Then our main investor stepped down from our board because he invested in a company that planned to compete with us. Neither company ever launched a product.
Don't listen to the noise.
In 2013, AppNexus handled 50-70 billion ad auctions per day. For context on scale, that's 10x higher than Nasdaq. Today, TripleLift handles that *every 10 minutes*.
My mind has a hard time comprehending the pace of technology adoption.
Scale isn't the key to startup success.
It's doing things that *don't* scale.
When we started we'd:
● Audit and approve each ad manually
● Design every template placement by hand
● Create ad tags in a separate system to paste into DSP
Do it first. Then scale it.
Before The Trade Desk, Jeff Green had AdECN
Before AppNexus, Brian O'Kelley had Right Media
Before LiveRamp, Auren Hoffman had RapLeaf
Before MOAT, the Goodharts (also) had Right Media
Before MediaMath, Joe Zawadski had Pointdexter
2nd-time founders are freakishly successful
Age when company went public:
The Trade Desk: 7 years
Rubicon Project: 7 years
LiveRamp: 7 years
AppLovin: 8 years
Criteo: 8 years
Telaria: 8 years
Idea to IPO in <8 years.
