It is not technology alone that spawns start ups.  Advertising too has start ups — agencies that aim to deliver creative solutions in a digital world. The existing agencies lack the technological competence. They are restricted to the TV  screen, whereas the consumers have jumped to the laptops and mobile screens. The ads are interactivity driven. There is a big opportunity  here to craft the content. Such start ups build up a niche expertise. Later they are open to equity partnership and buy outs. Social street, The Mob, Tango Media are such niche agencies at the cusp of advertising and technology. These start ups are set up by people who break free of the ad networks. Business and brands follow the creative people, and would shift to whoever they go. These start ups take care of fast moving consumer goods (FMCG), consumer durables and e-commerce. Of course, big networks are bureaucratic and unwieldy. They may not foster creativity. Start ups have the freedom. They do attract big business, but over a period of time, whether the business will be adequately served or not is to be seen. There may be constraints operating on the start ups. There is no big network to support them.