Improve Digital released its new eco-system map for Europe. There is huge growth in the number of new companies on the map - compared to last year's iteration. Let's just say those boxes are getting very snug. Some of the big changes on last year include the growth of ad trading desks, ad traders, audience targeting networks and exchange infrastructure companies.

Comparing the new map to last year’s version shows a huge increase in the number of audience targeting networks (200% growth), trading desks (337% growth), and agency trading desks (166% growth) as the industry moves towards audience buying and automation. New players have entered the market, but much of this activity is also undertaken by ad networks moving or expanding their business remit.

There is doubtless going to be talk of a bubble in the space - and I will preface all this growth by saying that many of the European companies on the map are self-funded. The reason? We lack proper ad tech investment structures here (as I alluded to in a post last week) so we have to work quickly to what we call... PROFITABILITY. You can download the new Improve Digital eco-system here.