Rival companies
Observability platforms
Observability platforms sponsors side by side: Datadog, Elastic, Dynatrace, New Relic, Splunk, Grafana Labs and others, and where each one ran by quarter.
185Datadog96 newsletter · 7 podcast · 82 event
77Elastic21 newsletter · 0 podcast · 56 event
59Dynatrace10 newsletter · 0 podcast · 49 event
38New Relic13 newsletter · 0 podcast · 25 event
38Splunk9 newsletter · 0 podcast · 29 event
36Grafana Labs0 newsletter · 0 podcast · 36 event
30Sumo Logic6 newsletter · 0 podcast · 24 event
27Honeycomb9 newsletter · 0 podcast · 18 event
Where they ran Newsletter and podcast placements by lane and quarter.
Lanes come from each newsletter’s topic and each podcast’s genre. 2026 Q4 runs through 2026-11-02. We read many more newsletters and podcasts from late 2026, so compare companies within a quarter, not one quarter to the next.
| Datadog | Elastic | Dynatrace | New Relic | Splunk | Grafana Labs | Sumo Logic | Honeycomb | ||||||||||||||||||||||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Lane | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | Earlier | ’25 Q4 | ’26 Q1 | ’26 Q2 | ’26 Q3 | ’26 Q4 | |||||||
| Software & developers newsletters | 0 | 9 | 11 | 15 | 18 | 8 | 0 | 0 | 0 | 0 | 0 | 4 | 0 | 1 | 0 | 2 | 0 | 0 | 0 | 0 | 4 | 3 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 0 | 2 | 0 | |||||||
| AI newsletters | 0 | 0 | 2 | 6 | 6 | 7 | 0 | 0 | 0 | 0 | 2 | 2 | 0 | 4 | 2 | 0 | 1 | 0 | 0 | 0 | 0 | 1 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 2 | 1 | 0 | |||||||
| Cybersecurity newsletters | 0 | 0 | 1 | 2 | 2 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||
| Technology podcasts | 0 | 3 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||
| Product & design newsletters | 0 | 0 | 0 | 0 | 2 | 1 | 0 | 0 | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||
| Business & economy newsletters | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 3 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||
| Media & creators newsletters | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 5 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||
| Politics & policy newsletters | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 2 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||
| Industry trade newsletters | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 4 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||
| Finance & investing newsletters | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 3 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||
| Other lanes | 0 | 0 | 0 | 0 | 1 | 1 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 | |||||||
Events Sponsor lists, booths and partner listings by event sector.
| Sector | Datadog | Elastic | Dynatrace | New Relic | Splunk | Grafana Labs | Sumo Logic | Honeycomb |
|---|---|---|---|---|---|---|---|---|
| Cloud & data | 26 | 12 | 17 | 13 | 12 | 23 | 4 | 6 |
| Developer | 19 | 17 | 22 | 5 | 4 | 10 | 1 | 9 |
| Security | 5 | 5 | 3 | 2 | 10 | 2 | 18 | 2 |
| AI | 23 | 14 | 3 | 2 | 1 | 1 | 0 | 0 |
| Business & tech | 7 | 6 | 1 | 1 | 0 | 0 | 1 | 0 |
| Defense & aerospace | 1 | 0 | 2 | 0 | 1 | 0 | 0 | 0 |
| Sports & leisure | 1 | 1 | 0 | 0 | 0 | 0 | 0 | 1 |
| Health | 0 | 0 | 1 | 0 | 1 | 0 | 0 | 0 |
Top outlets By newsletter and podcast placements.
Datadog
- ByteByteGo23
- TLDR22
- The Code11
- TLDR AI7
- Lenny's Podcast: Product | Career | Growth7
- The AI Report5
Elastic
- 404 Media5
- TLDR AI3
- The Information: The Briefing2
- TLDR DevOps2
- TLDR Product2
- Emerging Tech Brew1
Dynatrace
- TLDR AI6
- TLDR IT2
- Simon Willison's Newsletter1
- TLDR DevOps1
New Relic
- TLDR DevOps7
- TLDR3
- TLDR AI2
- ByteByteGo1
Splunk
- Banking Dive Daily3
- Manufacturing Dive Daily3
- DefenseScoop1
- FedScoop1
- StateScoop1
Grafana Labs
No newsletter or podcast ads on record. 36 event listings.
Sumo Logic
- TLDR InfoSec6
Honeycomb
- The Rundown AI2
- TLDR DevOps2
- Level Up Coding System Design Newsletter1
- Engineering Leadership1
- Ben's Bites1
- Simon Willison's Newsletter1
The detail Outlets behind each lane.
Datadog · Software & developers newsletters · 2025 Q4
- TLDR4 placements
- ByteByteGo4 placements
Datadog · Software & developers newsletters · 2026 Q1
- TLDR5 placements
- ByteByteGo4 placements
Datadog · Software & developers newsletters · 2026 Q2
- ByteByteGo7 placements
- TLDR5 placements
Datadog · Software & developers newsletters · 2026 Q3
- ByteByteGo6 placements
- TLDR5 placements
Datadog · Software & developers newsletters · 2026 Q4
- TLDR3 placements
- ByteByteGo2 placements
Elastic · Software & developers newsletters · 2026 Q4
- TLDR DevOps2 placements
- TLDR Dev1 placement
Dynatrace · Software & developers newsletters · 2025 Q4
- TLDR DevOps1 placement
Dynatrace · Software & developers newsletters · 2026 Q2
- TLDR IT2 placements
New Relic · Software & developers newsletters · 2026 Q1
- TLDR DevOps2 placements
- TLDR1 placement
New Relic · Software & developers newsletters · 2026 Q2
- TLDR DevOps2 placements
- TLDR1 placement
New Relic · Software & developers newsletters · 2026 Q3
- TLDR DevOps3 placements
- TLDR1 placement
Honeycomb · Software & developers newsletters · 2026 Q1
- TLDR DevOps2 placements
Honeycomb · Software & developers newsletters · 2026 Q3
- Level Up Coding System Design Newsletter1 placement
- Engineering Leadership1 placement
Datadog · AI newsletters · 2026 Q1
- TLDR AI2 placements
Datadog · AI newsletters · 2026 Q2
- The Rundown AI3 placements
- TLDR AI2 placements
Datadog · AI newsletters · 2026 Q3
- The AI Report2 placements
- TLDR AI2 placements
Datadog · AI newsletters · 2026 Q4
- The AI Report3 placements
- Superhuman AI2 placements
Elastic · AI newsletters · 2026 Q3
- TLDR AI1 placement
- The Neuron1 placement
Elastic · AI newsletters · 2026 Q4
- TLDR AI2 placements
Dynatrace · AI newsletters · 2025 Q4
- TLDR AI4 placements
Dynatrace · AI newsletters · 2026 Q1
- TLDR AI2 placements
Dynatrace · AI newsletters · 2026 Q3
- Simon Willison's Newsletter1 placement
New Relic · AI newsletters · 2026 Q2
- TLDR AI1 placement
New Relic · AI newsletters · 2026 Q3
- TLDR AI1 placement
Honeycomb · AI newsletters · 2025 Q4
- The Rundown AI1 placement
Honeycomb · AI newsletters · 2026 Q2
- Ben's Bites1 placement
- Simon Willison's Newsletter1 placement
Honeycomb · AI newsletters · 2026 Q3
- The Rundown AI1 placement
Datadog · Cybersecurity newsletters · 2026 Q1
- TLDR InfoSec1 placement
Datadog · Cybersecurity newsletters · 2026 Q2
- TLDR InfoSec1 placement
- Detection Engineering Weekly1 placement
Datadog · Cybersecurity newsletters · 2026 Q3
- TLDR InfoSec1 placement
- tl;dr sec1 placement
Datadog · Cybersecurity newsletters · 2026 Q4
- tl;dr sec1 placement
- Software Analyst Cyber Research1 placement
Sumo Logic · Cybersecurity newsletters · 2025 Q4
- TLDR InfoSec2 placements
Sumo Logic · Cybersecurity newsletters · 2026 Q1
- TLDR InfoSec4 placements
Datadog · Technology podcasts · 2025 Q4
- Lenny's Podcast: Product | Career | Growth3 placements
Datadog · Technology podcasts · 2026 Q1
- Lenny's Podcast: Product | Career | Growth4 placements
Datadog · Product & design newsletters · 2026 Q3
- TLDR Product2 placements
Datadog · Product & design newsletters · 2026 Q4
- TLDR Product1 placement
Elastic · Product & design newsletters · 2026 Q3
- TLDR Product2 placements
Datadog · Business & economy newsletters · 2026 Q4
- Flagship1 placement
Elastic · Business & economy newsletters · 2026 Q3
- The Information: The Briefing2 placements
- Emerging Tech Brew1 placement
Elastic · Business & economy newsletters · 2026 Q4
- Flagship1 placement
Elastic · Media & creators newsletters · 2026 Q4
- 404 Media5 placements
Datadog · Politics & policy newsletters · 2026 Q4
- FedScoop1 placement
Elastic · Politics & policy newsletters · 2026 Q4
- FedScoop1 placement
Splunk · Politics & policy newsletters · 2026 Q4
- FedScoop1 placement
- StateScoop1 placement
Splunk · Industry trade newsletters · 2026 Q4
- Manufacturing Dive Daily3 placements
- DefenseScoop1 placement
Splunk · Finance & investing newsletters · 2026 Q4
- Banking Dive Daily3 placements
Datadog · Other lanes · 2026 Q3
- TLDR Data1 placement
Datadog · Other lanes · 2026 Q4
- In the Room1 placement
Elastic · Other lanes · 2026 Q4
- In the Room1 placement
Honeycomb · Other lanes · 2025 Q4
- The Data Hustle1 placement
Counts are the ads we’ve found. They don’t show spend. A company with few ads here may buy elsewhere.