Online Ads: Where 1,240 Companies Fit In

Online advertising is a remarkably complex field. Terence Kawaja has a new way for potential investors to visualize it.

The market involves hundreds of small and large companies that help advertisers reach consumers and help website publishers, mobile-application developers, search engines and other digital destinations generate revenue through advertising.

Kawaja, who runs boutique investment firm LUMA Partners, spent months putting together six new graphics that show how 1,240 different companies fit into the following categories of online advertising: display, video, search engines, mobile, social, and commerce. (See slides below, or click here for the LUMA site.)

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