Lumascape: Making Order Out of Chaos

Terence Kawaja introduced Lumascape, a one-page graphical representation of the online advertising industry, in 2010. At that time things were nutso. Google’s AdWords was taking over the world, and the industry was growing, evolving, and consolidating all at the same time. His industry landscape became a sensation in that it helped provide definition to the players and their roles. Plus, he used their logos, which made everyone happy. Digiday takes a look back at one of the most famous PowerPoint slides of all time.

‘I just wanted to organize this mess’: An oral history of the Lumascape, 9.12.17