Online Advertising Spending have displayed insolent growth over the last 10 years and analysts expect this trend to continue But a large discrepancy persists between Internet time allocation in total “media time” & online advertising revenues. Online advertising growth has been historically led by performance-based marketing. We believe that tapping into the huge reservoir of “branding-oriented” marketing spend will be key in closing the media discrepancy. This will be done by further blurring the lines between branding & performance marketing through the use of innovative formats, measuring technologies and improved targeting. We have selected a list of European ad tech companies that will be contenders in the coming battles. Question is: who will emerge as winners and leverage the vast inefficiencies of today’s online advertisement market?