GreenBrain Science

SpaceScape v2.0: Navigating the Forensic AdTech Landscape

Quo Vadis releases SpaceScape v2.0, an updated map of the Forensic AdTech landscape that places firms by the jobs they do and the clients they serve. The post credits Arete Research’s Richard Kramer and Rocco Straus as early proponents of the term “Forensic AdTech,” and notes v1.0 feedback was incorporated. Key updates include Overtone in Targeting Data; GeoEdge moved to Ad Security; and media-monitoring players such as The Media Trust, Boltive, TrafficGuard, and mFilterIt categorized accordingly. Branding changes are announced: Privacy-Enhancing Tech becomes Data Compliance Management; Consent Management & Privacy Compliance becomes Consent Management; and Targeting Data becomes Hygienic Targeting Data. New entries cover Filament (Log Data), Exchain (Metadata Connectivity), Newsguard (Social/ESG), Cedara and Hiili (Environment/ESG), and Multilocal’s CarbonSmart angle. It also notes SirData’s 2023 acquisition by Proxistore, and that SirData, Overtone, and Zefr are now in Hygienic Targeting Data.

Forensic AdTech SpaceScape v2.0 Update

Quo Vadis releases SpaceScape Forensic AdTech SpaceScape v2.0, an updated taxonomy of the ad tech landscape that maps supply-chain actors—advertisers, agencies, DSPs, data providers, SSPs, and publishers—according to how they use forensic data to understand market dynamics. The post incorporates feedback from v1.0 and refines category definitions, including renaming Consent Management & Privacy Compliance to Consent Management and Privacy-Enhancing Tech to Data Compliance Management. It adds new examples and placements, such as Overtone in Hygenic Targeting Data, and notes The Media Trust and Boltive under Privacy Compliance Management. Method Media Intelligence is highlighted as MRC-certified for measuring invalid traffic, viewability, and brand safety, and several classifications are updated (e.g., GeoEdge to Ad Security; Fou Analystic to Media Monitor Type 2; Protected Media, TrafficGuard, and mFilterIt added to Media Monitoring). The piece also signals anticipated M&A-driven consolidation and invites reader feedback.