New LUMA Partners Ad Tech Ecosystem Map – The December 2010 Update

Updating the old slide from only this past October, Terence Kawaja of LUMA Partners has released a brand, new update of his ad tech ecosystem map- and a new video!

Kawaja promises that this new ad ecosystem map has:

  • More logos (up to 245)!
  • More categories!
  • Color-coded categories!
  • And, acquired companies denoted!

Kawaja adds, “It’s interesting to note that no less than 24 companies (by my count) have been acquired in the last 18 months.”

Also, below is what Kawaja describes as a “Stephen Colbert-style” mock interview with Sir Martin Sorrell, which he prepared for a WPP digital think-tank offsite that took place in Athens, Greece, and included among its attendees Sir Martin Sorrell.

See what he saw now…

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  1. Interesting. What’s the difference between “Ad Servers” boxes in the lower left and lower right?

  2. Kaley Dobson

    Very cool. Would be interested in seeing a similar map focused on the search advertising ecosystem (as opposed to display).

  3. @nikita on the left side this is the adserver used by the agencies to traffick the campaign and follow statistics for the advertiser, on the right side, this is the adserver used by the site to deliver campaigns and count impressions clicks etc of their site..

  4. Overall, the author does a pretty good job of putting companies in the right silos, but I wouldn’t call Brightcove a vertical network. Their core product, I believe, is a stand-alone video player. They can tap into video ad sources like BBE,, Scanscout/Tremor, and SpotXchange but to my knowledge Brightcove does not have a media salesforce calling on brands or agencies.