Observed Signal · Feb 11, 2023 · Earnings Report · Source: Quo Vadis News · Impact: 3/5 · Sentiment: Negative
Quo Vadis Q2 2022 Portfolio Rundown
Quo Vadis analyzes its 18-adtech portfolio through a framework called The Struggle, evaluating two trade-offs in programmatic markets: high-budget, lower-quality inventory versus high-quality inventory. After Q2 2022, only four portfolio holdings were in positive territory, with The Trade Desk as the dominant contributor, representing about 77% of total gains. The piece introduces a two-curve model (Curve 1 vs Curve 2) to assess inventory quality and profitability, highlighting information asymmetry as a key dynamic. It provides explicit estimates for The Trade Desk’s scale, noting 6.2B ad flows in 2021 and $377M in net revenue in Q2 2022, with FY22 net revenue projected around $1.51B and ~7.95B ad flows at a ~19% take rate. The newsletter also discusses macro signals (Q3 earnings, Q4 ad spend) and invites reader engagement and subscription tools.
Market-wide adtech portfolio analysis and framework introduction with earnings references; moderately shifting industry attention
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Key Takeaways & Evidence Grounding
- 18 adtech portfolio companies tracked; 4 in positive territory after Q2 earnings
- The Trade Desk contributed 77% of the portfolio gains
- Introduction of The Struggle framework with Curve 1 and Curve 2 concepts
- TTD had 6.2B ad flows in 2021 and $377M in net revenue in Q2 2022; FY22 net revenue projected about $1.51B; ~7.95B ad flows in 2022 at ~19% take rate
- Portfolio has been trending down since February 2021 and appears to have bottomed for now
Connected Companies & Entities
5 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Olyzon Launches Agentic Orchestration Platform for Advertising
Olyzon, an agentic orchestration platform for advertising, has launched its technology live in market, optimizing real advertising campaigns. The platform enables agencies and brands to orchestrate media budgets across CTV, YouTube, social, digital audio, and DOOH from a single interface, integrating with existing DSPs, SSPs, and measurement partners. It is positioned as a working example of a Unified Media Platform (UMP), connecting systems that previously operated in silos. Key integrations include Amazon DSP, DV360, The Trade Desk, Yahoo DSP, Universal Ads, Vibe, Spotify, PubMatic, Swivel.ai, DoubleVerify, Xpln, Lucid, and Innovid. The launch was announced at Advertising Week New York.
Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
Sony Pictures Entertainment Names PubMatic Its Preferred Programmatic Advertising Partner
Press Release, October 6, 2026: Sony Pictures Entertainment Names PubMatic Its Preferred Programmatic Advertising Partner.
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