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.
I couldn’t believe it.
I had flown to San Francisco to attend a pitch competition hosted by Plug and Play Tech Center, one of the largest startup incubators in the country. But when I arrived, I realized I hadn’t brought suitable clothes for a business presentation (pants in particular).
So I improvised. I ran to the nearest Nordstrom with five minutes to find something. I ended up with jeans so baggy they looked like hand-me-downs. I was still wearing the same wrinkled shirt from the plane, and it was absolutely not presentation attire. I looked like a mess…
Serial Entrepreneur. CEO of @mobile_majority. Bootstrapped 2 companies to exit, scaled 1 nonprofit to $70M in distribution. Travel, Entrepreneurship, Happiness.