AdTech Cluster Berlin

As previously explained, I am a big believer in technology clusters, as they are the only way to get to a stage that significant companies are generated with some regularity. What we are observing in Berlin is what I would see as emergence of an advertising technology cluster. The number of more or less siginificant and successful AdTech companies is growing and the landscape looks more and more interesting. Some noteworthy companies in this space in Berlin are:

Please add to the list in the comments below, if I missed something.

Also, I know of a few AdTech companies which are about to launch, started (and angel financed) by, surprise surprise, earlier and later team members of some of the companies above - cluster at work!

I am not sure why this cluster emerged, but I would guess that the primary driver was the demand generated by (1) the large number of ecommerce startups in Berlin/Germany started in the last years - being smart at advertising is a key success factor in ecommerce, so ecommerce startups are keen to try new technologies in the field; (2) strength of the German ecosystem of gaming companies, who also invest heavily in specialised performance advertising and (3) presence of big media companies in Berlin, like Axel Springer. Whatever the drivers are, it is exciting to see this development. With such a concentration of companies and human capital / experts in this field, I am sure Berlin will be home to many more new exciting AdTech startups.

By the way, I also published this post on quora and it provoked an interesting post and discussion on onlinemarketingrockstars.