Local Digital and Location Aware Advertising Ecosystem
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Waa-Waa… I want my own ad ecosystem chart, too!
If you’re in the digital display advertising world, you’ve no doubt referenced that awesome (and awesomely complex) LUMA partners chart of the display ad ecosystem. And you may not be aware, but Marc Theerman over at AdMeld did an equally awesome one for mobile display advertising, “paying homage” to the Luma Partners chart.
Well to rip off a good idea even further, I hacked one together for the local and location based advertising ecosystem… (damn I hope I don’t have to pay them royalties!).
Accurate? Yeah its ok, although some folks on the chart do many different things in different categories, so sometimes I just picked the bucket that I thought fit them best.
Complete? No way! It’s a big ecosystem, and a small chart. Many different players aren’t represented here… this is just a sampling… I tried to take some of the names that I know best and put them in the big major categories.
Missing something important? Well maybe. My background is generally around all things ‘location based’, so I scoured reliable sources like Borrell, BIA Kelsey and Greg Sterling’s incredible blog for much of the rest… and think I have most of the big stuff covered. But absolutely, please shoot me a note if I screwed something up big time or you have other suggestions: ben@locationawhere.com .
For those out there that can’t tell their Orange Soda from their Hot Potatos, hopefully this at least gives you a place to start!
The Hyperlocal Content Opportunity
So I noticed a few month back where Nokia had acquired MetaCarta and I just finally had a chance to try to have a look and figure out what that was all about. After 10 minutes of digging, I am walking away with the conclusion that they basically have a way to search through natural language documents (ie a bunch of words) discover and recognize location oriented references (“hey guys I am in Newton”) and then apply a geo-tag to them to provide a new dimension and layer in which to organize and discover new information and patterns.
It seems that the folk that have found this most useful so far are governments and energy companies. According to the Metacarta site, there are millions of government documents of which over 70% contain significant geographic references. Read more
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