This document provides an overview of the content marketing and native advertising landscape. It maps out the various players in this ecosystem across areas like content creation, distribution, monetization, and analytics. The graphic shows the many platforms and vendors that operate across these areas and how they relate to key functions like social marketing, branded video, and automated content creation.

1. © LUMA Partners LLC 20171
Content Curation
Advocate
Platforms
CONTENT MARKETING / NATIVE LUMAscape
M
A
R
K
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T
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Social Marketing Management In-Feed Advertising
Platforms
Social
Branded Video
App Integration
Early Adopters
Social Networks
Content
Recommendation
s
Inventory Creation
Video
Content
Marketing
Agency
Content
Content Creation
Automated Content Creation Content Planning
& Amplification
Vertically
Integrated
Network
Denotes acquired company Denotes shuttered company
Mobile-First
Commerce
Content Analytics / Intelligence
Brands as Publishers
Search
Promoted Listing
P
E
O
P
L
E
Publishers
In-Feed
Exchanges
Native Ad Platforms
Outsourcing