If a savvy investor wanted exposure to this sector you would...

If a savvy investor wanted exposure to this sector you would expect them to be looking at the likes of The Trade Desk, Google or Criteo. Call me cynical but this float reeks of opportunism. Is there an expectation that Australian investors are simply naive?

There are over 4,000 companies competiting against Google and Facebook for a slice of the pie and winter is coming for many of them ...

Ad networks and opaque middle men have largely either died out or been acquired at bargain basement prices (RocketFuel). Even many of those with genuinely differentiated technology aren't close to profitability. This one smells like an ad network, hope the public don't get burnt. The irony of the MySpace affiliation is hopefully not lost on punters.

For those wishing to conduct their own due diligence on the sector; Nasdaq - FUEL, Rubicon The Trade Desk, Tube Mogul, Criteo