The advertising industry is currently navigating through a transformative phase, driven by significant changes in technology and regulation. This necessitates a fresh approach to mapping the advertising value chain. Traditional industry maps like the Lumascape have been pivotal in decoding the intricate and complex supply chain of media exchange. However, these maps, characterized by their dense clusters of logos representing various entities within the industry, are quickly becoming outdated due to rapid developments in the sector. They require continuous updates to reflect new entities, categories, terms, and the overall dynamics of the industry.