Ad ecosystem-slides
Download as PPTX, PDF4 likes2,018 views
This document provides an overview of the digital advertising ecosystem, outlining the key participants and how they interact. It shows consumers accessing content on PCs and mobile devices from publishers. Publishers work with sales and ad operations tools to sell inventory through sell-side platforms, exchanges, and networks to advertisers. Data suppliers and vendors provide services around targeting, measurement, and ad optimization. Agencies and advertisers utilize various tools to plan and buy digital media.
Ad ecosystem-slides
- 1. Publishing / Marketing Ecosystem Audience (Consumers) PC / Mobile Device Publishers Publisher Media Sales Sales Workflow Tools (plus Ad Operations) Sell Side Ad Server (Publisher Ad Server) Private Exchanges Self Service Sales Content Sell Side Platform (SSP) Yield Management Aggregators Ad Network Mobile Network Vertical Ad Network Targeted Network AMP Ad Exchanges Vendors Data Suppliers Data Aggregators Rich Media Vendors Re-targeters Advertiser Data Platforms (DMPs) Brand Safety Compliance Emerging Media Creative Optimization Media Analytics Vendor(s) Verification Attribution Web Analytics SEM Tools Buy Side Ad Server DSP Research / Planning Media Management Systems Agency “housekeeping” systems (ERP, Bill/Pay, Accounting, Etc…) <generally IT and IT Vendors> Agency SEM Agency Media Agency (incl. Trading Desks) Creative Agency Marketing Department Advertiser Company
- 2. Advertising Ecosystem Example (Consumers) Audience Companies PC / Mobile Device Publishers Wall Street Journal Publisher Media Sales Sales Workflow Tools (plus Ad Operations) Operative Sell Side Ad Server (Publisher Ad Server) ADTECH Private Self Service Sales Content Sell Side Platform (SSP) Pubmatic Yield YieldEx Management Exchanges Fat Tail FreeWheel Aggregators Ad Network Casale Millenial Media Mobile Network Glam Ad Network Targeted Network Audience Science Collective AMP Ad AppNexus Exchanges Vendors Experian Data Suppliers BlueKai Data Aggregators Rich Media Re-targeters Advertiser Data Pointroll Vendors Quantcast Turn Platforms (DMPs) Brand Safety TrustMetrics Compliance Evidon Visual IQ Emerging Media Creative Media Analytics IGN Vendor(s) Tumri Optimization Verification DoubleVerify Attribution Covario Research / Comscore Web Analytics Omniture SEM Tools Kenshoo Buy Side Ad Server Atlas DSP MediaMath Planning MediaBank Media Management Systems Agency “housekeeping” systems (ERP, Bill/Pay, Accounting, Etc…) <generally IT and IT Vendors> Agency SEM Agency iCrossing Media Agency (incl. Trading Desks) Weiden Kennedy Creative Agency Weiden Kennedy Marketing Department Advertiser Company Nike