By now, you’ve probably seen the LUMAscapes. They’re the complex, sprawling mappings of the ad tech industry’s many entities as they stand today — fragmented and wholly redundant.

The mobile LUMAscape is particularly messy.

When the first iPhone hit back in 2007, advertisers weren’t prepared for the mass consumer exodus to mobile that took place. Their desktop-first technologies didn’t work. Ads were breaking. Mobile — for a while — remained a mystery.

But soon, innovation played its hand. Emerging companies began to develop new technologies to combat the myriad of problems the mobile ecosystem faced.

It was a piecemeal solution.

Rob Emrich

Serial Entrepreneur. CEO of @mobile_majority. Bootstrapped 2 companies to exit, scaled 1 nonprofit to $70M in distribution. Travel, Entrepreneurship, Happiness.

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