Being a part of the massive and rapidly evolving ad tech industry is a different kind of challenge. With so many types of entities in the industry, it can be challenging to distinguish them. Thankfully, Display Lumascape changes that. Lumascape is a digital map of all the essential entities in the ad tech industry classified based on their category.
This digital map helps to reduce the chaos and give the publishers a clear view of the whole ad industry in a single place. It consists of more than 25 components, where each component denotes a particular entity in the ad tech industry like ad exchanges, ad servers, ad agencies, and demand-side platforms. If you are a publisher, you’d be surprised to know how beneficial lumascape can be. Therefore, here is a comprehensive lumascape guide for publishers.
Lumascape Components
Contents
Lumascape became widely popular as it helped bring order in the chaos involved in the ad tech industry. Lumascape categorized all the entities into more than 20 categories based on their functionality. When publishers want to use their media for sale, they can understand these different components and know whom to reach out to. Following are some of the components of lumascape.
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Ad Agencies
Ad agencies are the bridge between brands and publishers. Agencies help publishers fill out their ad units and help the brands find the right publishers relevant to their industry. Today numerous ad agencies are functioning in the ad industry.
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Agency Trading Desks (ATD)
Agency trading desks are the programmatic versions of ad agencies. These companies provide essential services to clients related to marketing campaigns. Although they are different from standard ad agencies, they still face the same problems. Therefore, they often have to provide additional services to the clients to stay one step ahead in the competition.
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Ad Servers
Ad servers work with publishers and advertisers and help to display targeted ads on publishers’ websites based on user behavior. These ad servers also collect valuable user data and optimize their ad targeting. The user behavior based on the number of links clicked, time spent on a webpage, etc., helps optimize the ad targeting algorithm.
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Retargeting
Retargeting is the process of displaying relevant ads based on user behavior and previous ad brand interactions. The contextual ads also help retarget when the ads based on the website’s content are displayed to the visitors. Retargeting helps put your brand in front of the audience and stay relevant to them.
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Verification/Privacy
It is one of the critical components of Display Lumascape. This component denotes numerous companies that provide verification and safety services to ad tech brands. These vendors help companies stay compliant with the privacy laws such as GDPR, so they avoid major lawsuits and data breaches.
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Demand-Side Platforms (DSP)
DSPs help marketers to discover high-quality ad inventories and assist in media buying. DSPs ensure that the advertisers get the best ad inventory in their niche.
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Tag Management
Tags are the tiny code snippets that help track ad performance based on impressions, clicks, and conversions. Tags can be easy to implement if the publishers know how to code, but it can be challenging for those unfamiliar with coding.
Lumascape has revolutionized the way publishers used to function in the ad tech space. It reduces the chaos in the fragmented industry and helps to bring more clarity. Thanks to lumascape today, numerous ad tech companies function harmoniously and interact smoothly with different ad tech industry components.
