The online advertising, marketing and commerce space has become so complex that it is difficult for even professionals to figure it out. Terence Kawaja, who runs boutique investment firm LUMA Partners, spent months organizing 1,240 different companies into the following categories of online advertising: display, video, search, mobile, social, and commerce.

The ecosystem involves hundreds of small and large companies that help advertisers reach consumers and help website publishers, mobile-application developers, search engines and other digital destinations generate revenue through advertising.