The "
LUMAscape" charts can often be a confused marketer's best friend when it comes to
deciphering which company does what and when, and with the digital video and TV worlds colliding, WideOrbit, an ad management firm, created its own "LUMA-style" chart to depict the landscape.
The
picture alone is worth more than a thousand words, but there are some interesting things to point out.
First, I asked, why did WideOrbit decide to include a pack of "video DSPs" on the chart,
despite only a couple of them being involved in linear TV ad-buying?
The author of WideOrbit's image, Ian Ferreira, SVP of engineering, wanted to include "any flavor of company
trying to get a piece of the transaction," per a WideOrbit representative. The video DSPs were also included "as more brands and agencies look to buy via the DSPs, rather than through traditional
direct or agency buying."
Also, it's interesting to see the landscape laid out like this, because it gives you a sense of just how much crossover there really is between TV and video.
The ecosystem is set up for full on cross-device campaigns.
Many of the data providers are the same for TV and digital, the ratings companies are the same -- with comScore just yesterday rolling out a new initiative for digital programmatic trading
-- many of the VOD companies crossover, the video DSPs and ad servers crossover, as do some of the "programmatic TV" companies. You get the gist.
Update: It should be noted that this
is not an all-encompassing view of every player in the space. There is no "Addressable TV" clump, for example, and companies such as BlackArrow, Modi Media and others were not included. Future
editions of the chart are expected.