Drivers for Big Data? - Big Data Analytics: Disruptive Technologies for Changing the Game - page 14

Terence Kawaja has been studying this market for a number of years and has
characterized a number of markets and associated players. “Terence Kawaja has
a new way for potential investors to visualize it,” says Wall Street Journal writer
Amir Efrati. “The market involves hundreds of small and large companies that
help advertisers reach consumers and help website publishers, mobile-applica-
tion developers, search engines, and other digital destinations generate revenue
through advertising. Kawaja, who runs the investment irm LUMA Partners,
spent months putting together six new graphics that show how 1,240 different
companies it into the following categories of online advertising: display, video,
search engines, mobile, social, and commerce.” 11 I have replicated Kawaja's
Social Media LUMA Scape in Figure 2.3. For the rest of the LUMA Scapes, visit
Kawaja's website: www.lumapartners.com . A number of intermediaries play key
roles in developing an advertising inventory, auctioning of the inventory to the
ad servers, and facilitating the related payment process, as the advertisements are
clicked and related buying decisions are tracked.