Observed Signal · Jan 16, 2024 · Technical Release · Source: Quo Vadis News · Impact: 2/5 · Sentiment: Neutral
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.
Update to adtech taxonomy / framework (SpaceScape v2.0); not a major platform release or earnings event.
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Key Takeaways & Evidence Grounding
- Overtone added to Hygenic Targeting Data in SpaceScape v2.0.
- SirData added to Hygenic Targeting Data; SirData acquired by Proxistore in March 2023.
- Protected Media added to Media Monitoring; Protected Media owned by Flashtalking (Mediaocean).
- TrafficGuard added to Media Monitoring; TrafficGuard owned by Adveritas (ASX: AV1).
- Method Media Intelligence is MRC-certified to monitor/measure invalid traffic, viewability, and brand safety.
Connected Companies & Entities
9 Entities mappedOntology Mapping & Concepts
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