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. Smithsmith@mediasmith.com@mediadls