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Visualizing Digital Ad Ecosystem

Having trouble understanding -- or, at least, explaining -- the increasingly complex digital advertising landscape? Then thank Terence Kawaja, head of boutique investment firm LUMA Partners, who has assembled a half dozen graphics to show how 1,240 different ad companies fit into the following categories of online advertising: display, video, search engines, mobile, social, and commerce.

The graphics, Kawaja tells The Wall Street Journal, help "large strategic acquirers," such as Google, Yahoo and Adobe, to identify possible targets of acquisition. Admits WSJ: "Online advertising is a remarkably complex field." And getting ever more complicated, we might add. Indeed, Kawaja's graphic on the display-ad market includes newcomers such as TellApart, which helps advertisers do what's called "retargeting," or showing graphical ads to Web users for products they previously expressed interest in.
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The new "social" graphic lists the companies, such as Vurve and Efficient Frontier, that help marketers advertise on Facebook, Twitter and other social sites like LinkedIn and Loopt.

Read the whole story at The Wall Street Journal »

2 comments about "Visualizing Digital Ad Ecosystem".
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  1. Andre Szykier from maps capital management, June 7, 2011 at 12:37 p.m.

    So how do you identify media content that is yours by purchase decades ago and copied to a hard drive from itunes media purchased online from Apple's catalog?

    Is Apple saying that if you did not purchase it from us then by implication it will not be permitted to be stored on our servers? Could be a nail in their coffin, just like how they tried to control advertiser content and presentation with iAd, ostensibly to make adds conform to a higher quality level. We know where that went....

    As it is there are many sites that are not so "cloudy" but allow someone to retrieve what they backed up. All you need is a simple indexing your music folder app for your smartphone and voila, access and share your music anytime with anyone.

    No wonder Jobs has to give iCloud away initially at least. It fits nicely with iTunes buying model but not much else. Amazon's music store is much more flexible and they have the iron (low cost servers and Teradata) in their cloud to make iCloud more for iPhone/Pad/Pod users but not for the rest of the media playing/storing world.

    I'd put my money on Amazon for a change, assuming that the sales tax battle will fail in state and federal courts as a violation of interstate commerce rules.

    And keep an eye out for Google, when and if they decide to buy EMC and its GreenPlum database and Alpine Data, its emerging BI solution. That would really make an enormous cloud to hook their apps and storage initiatives into.

  2. Channa Wijesinghe from Reprise Media, June 8, 2011 at 11:59 a.m.

    some questions

    1) Include Atlas and double click as web analytics since reprise treats them that way.
    3) Why is Netezza considered a data provider, it’s a database application. So if you include Netezza one must include Sql Server, Oracle, MySql etc. Including Netezza in the data suppliers confuses me.
    4) What about ‘blogger’ for blogging platforms?
    5) Why is Acquia in ‘Social Lumascape/Social Business Software/Internal when they host Drupal implementations?

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