Luma Partners CEO Terence Kawaja believes we’re in the midst of a process he calls “the scientification of media.” This will mean challenges for existing players, particularly those without deep technology chops. It will also mean the confused advertising technology landscape will attract new entrants to consolidate the field. In a clip from his keynote conversation yesterday at DIGIDAY: TARGET, Kawaja discusses this trend and why he believes a company like SAP could easily become a very important player in advertising. See the full interview.
Trending in
Most Read
More in Media
‘JG believed that even in a demanding industry, it was possible to lead with both rigor and humanity’
January 16, 2026
The industry pays respects to OpenX CEO John Gentry, who sadly passed away last week.
The Rundown: Google has drawn its AI payment lines — and publishers’ leverage is narrow
January 15, 2026
For publishers trying to navigate AI licensing, the message was blunt: Google is willing to pay for access, but not for training – and it remains unwilling to define AI Overviews as a compensable use of journalism.
Media Briefing: Google’s latest core update a reminder that pageviews can’t remain the primary metric
January 15, 2026
Google’s latest core update signals pageviews can no longer be the primary metric, favoring intent-solving publishers over scale.