Advertising / AdTech Primer Needed
I need to read up on the advertising / ad-tech industry. Does anyone have access to a primer for the space?
I'll provide pdf books or something for the effort.
Might want to check out the LUMAscapes from LUMA Partners. These are the go to for who the players are in the ad-tech, display, search, video, mobile, social, commerce, and gaming.
http://www.lumapartners.com/resource-center/lumascapes-2/
Also these are good article sources::
www.adexchanger.com/ adage.com
Hope this helps.
Can't post the link but this might help with recent deal activity and valuation benchmarks there for quick reference: slideshare "/slideshow/embed_code/34577453"
Same people also have some other stuff in their Insight bulletins if you want to check it out. Interviewed with them last year but only made it to the last 4.
Good luck.
Is there any more information available?
I worked for an analyst that covered ad tech (and advertising in general). Since it's such an opaque industry our edge was having frequent dinners, events, and one-on-one's with private and public companies in the space. The general public still can't define the difference between CRTO and FUEL so I doubt you'll find much tangible info that isn't rife with buzzwords. You need to really understand the history Ad Tech 1.0 with the emergence of ad networks and how the exchanges have evolved. There's a lot of players and lots of middlemen.
My advice is to find people in the industry, particularly engineers, who can tell you how the ecosystem actually works and what the differences are between say, Mediamath and Turn.
Would really appreciate an Ad Agency/ Ad Tech primer of sorts too. The above posters have been helpful though, thanks!
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