Onward and upward.

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.

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

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.

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.

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.

Tell me how long you have been in programmatic without telling me how long you’ve been in programmatic

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.

The Trade Desk valuation: 2016: $1 billion 2017: $2 billion 2018: $5 billion 2019: $12 billion 2020: $38 billion

What's your 'unpopular' opinion about programmatic advertising?

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?

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.

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.

ad industry: the post-cookie advertising topic is a bit dull triplelift: hold my beer sound on 🔊

What is your least favorite aspect of programmatic? And why is it troubleshooting PMPs?

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.

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.

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.

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.

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.