Deconstruction of the Lumascape that would have occured had 3rd Party Ad Servers innovated. First created for I-COM in Rome, Italy, fall 2012

1. Adserving: Do we need
an evolution or
revolution?
© Mediasmith 2012

2. LUMAscape

3. Where Adserving Stands
• Ten years ago, adserving companies were
either the exclusive or vast majority of
agency tech budgets
• Innovation came slow to this category
while pricing dropped
• Standalone companies began to crop up
that should have been ad serving features

4. “Features” That Became Companies
• Rich media
• Attribution
• Tag Management
• Optimization
• Verification
• DSP
• Targeting & Data
Aggregators
• Retargeting
• R/F and GRP metrics
• RFP/workflow
• Content

5. LUMAscape Candidates for Consolidation

6. LUMAscape After Consolidation

7. What’s Next?
• Will the DSP take over as the primary
agency tech partner?
• Will the need for ad serving disappear & is
cookie management and trafficking their
only function today?
• What will a roll up of services look like &
Who will drive it?

8. David L. Smith
smith@mediasmith.com
@mediadls