Terry Kawaja's Display Advertising LUMAScape is famous - but not searchable.
DOWNLOAD this presentation if you want to be able to CTRL+F for a specific company.
Enriched with the Improve Digital Display Ecosystem Map
Terry Kawaja's LUMAScape for the Display advertising market is legendary in the industry.
However it has the problem of not being searchable - when you hear of an obscure company, you need to strain your eyes, searching for the needle in a haystack of company logos.
In this presentation, I have written all company names out so that they can be found via CTRL+F. You'll need to download it.
As a bonus, I combined it with the Improve Digital Display Advertising Eco-System map to give it a more European perspective, adding two further categories that the Kawaja slide doesn't have: Sales Houses and Non-Agency Trading Desks.
Feedback is welcome!