adserving: do we need an evolution or revolution?
DESCRIPTION
Deconstruction of the Lumascape that would have occured had 3rd Party Ad Servers innovated. First created for I-COM in Rome, Italy, fall 2012TRANSCRIPT
Adserving: Do we need an evolution or revolution?
© Mediasmith 2012
LUMAscape
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
“Features” That Became Companies
• Rich media
• Attribution
• Tag Management
• Optimization
• Verification
• DSP
• Targeting & Data Aggregators
• Retargeting
• R/F and GRP metrics
• RFP/workflow
• Content
LUMAscape Candidates for Consolidation
LUMAscape After Consolidation
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?
David L. [email protected]@mediadls