Enabling advertising scalability Quarterly revenue growth trends 1996 – 2017 ($ billions) $30 $25 $20 $15 $10 $5 $0 6 7 8 9 11 00 0102030405 06070809 10 12131413151617 19919919919920202020202020202020202020202020202020 Enabling technology Advances in underlying technology have been a primary enabler of growth in the industry. Advances in access, bandwidth and speed have been continuous over the 21 years and have been the back bone of growth enablement. These improvements have not only helped to improve the user experience but also unlock new formats and devices that have greatly contributed to the industry growth. The emergence of mobile, video, and audio all began with advances in access, bandwidth, and speed. Current technological advances in big data, predictive analytics, artificial intelligence, and robotic process automation (RPA) have all greatly impacted the industry and will continue to do so for the foreseeable future. The volume of digital data being created on the internet is increasing exponentially. Every year the digital universe doubles in size with many estimates indicating a 50X growth between 2010 and 2020*. These large volumes of data provide the raw ingredients to enable greater advertising efficiency. The ability to apply analytics and AI to massive volumes of data enable marketers to target end users in ways not previously possible. Furthermore, these same advances when combined with RPA have allowed for increased automation throughout the ecosystem – driving further efficiencies. These technological advances when working together, have given marketers the ability to target an end user across platforms and devices. This ability to efficiently target an end user wherever they happen to be is a major advancement in the marketer’s tool kit. * “Inside Big Data, Exponential Growth of Data”, February 2017 PwC | IAB internet advertising revenue report 4