Fourth Source: A New Model in Digital Advertising is Helping Brands Avoid the LUMAscape Headache

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The LUMAscape (see below) was created as a means to help people understand who does what in display advertising. However, when I look at it, it just gives me a headache!
The digital advertising marketplace is a confusing myriad of players with potentially overlapping and conflicting roles, each jostling for a slice of the pie and adding another layer of complexity. But why has it ended up being this way? Fourth Source