The Display Advertising Technology Landscape, developed by Terence Kawaja of LUMA Partners, makes an attempt to map out the companies involved in this ever-changing business.

According to Terence Kawaja

By definition the chart will never be final since the space is so dynamic. I am still discovering companies.

A few things to bear in mind. This chart is far from perfect. Organization of such a fragmented and dynamic industry is flawed by its very nature. Many companies operate across several categories and there are distinctions within categories. This chart does not include many of the search players which are increasingly overlapping with display nor does it reflect whole categories such as lead generation and ecommerce which likewise utilize display advertising in their funnel, not to mention international companies which are barely reflected. At some point in the future I may construct an uber landscape which captures these and other players.

I believe we are in for some interesting times as the space rationalizes and consolidates along with the advent of new strategic entrants.

This is his latest version, but even he admits that his chart is far from perfect. Let us wait for the perfect one

Source : AdExchanger.com via AllThingsD.com