IAB Unveils LUMA-esque Ad Tech Chart

Written on
Feb 28, 2013 
Richard L. Tso  |

We all know about the infamous and often overused LUMAscapes to help identify and organize companies within this fluid ad industry. Now the IAB has gotten its act together to create its own brand-centric ad tech organizational chart that attempts to map the interaction between different parts of the ad ecosystem.

On the new IAB chart, the three rings closest to the brand comprise the majority of what is already reflected on the LUMAscape. The third concentric ring from the center is categorized as media vendors, which includes ad networks, exchanges, demand-side platforms, agency trading desks and publishers. Outside of this first ad tech ring reside other technology companies like ad servers, data management platforms and media attribution firms that encompass broader-scope aspects of the business.

“The digital advertising ecosystem has been opportunistically portrayed with excess complexity to the benefit of bankers and to the detriment of marketers, brands and agencies. The IAB Arena portrays our ecosystem more accurately and accelerates the IAB ad technology and operations work that simplifies the supply chain that undergirds it,” the IAB writes.

Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

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