The online advertising market remains very dynamic both in terms of overall growth and movement within the value chain. To me that says opportunity, and indeed, we are seeing more interesting companies in this area than we have for the last couple of years.
The eco-system map below which was published yesterday by emerging Sell Side Platform (SSP) Improve Digital shows how complex the industry has become and the number of boxes on there which wouldn’t have been present a few years backs gives a hint at the internal movement.
As with the local advertising market that I wrote about on Monday there is a need here for trusted partners to help advertisers and publishers get the most out of display advertising. Despite the fact that it is ten years since the internet bubble burst in many ways it is still the wild west out there.