Display Ads and Page Performance: A Brief Tour of the Ad Ecosystem Tony Ralph.
Display Ad Ecosystem Simplified
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1 © comScore, Inc. Proprietary. Display Advertising Made Simple Marketers Agencies Agency Trading Desks Publishers Rep firms Data Suppliers DMPs/Data Aggregators Tag Management Verification/Privacy Media Planning and Attribution Measurement and Analytics Platforms Ingredients Buyers Sellers Ad Servers Exchanges Ad Networks Media Management Systems SSPs Publisher Tools DSPs Retargeting Creative Optimization
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The LumaScape slides are very effective for strategic analysis of invested capital by ad tech microsegment. But as revenue ops planning tools, they stink. So I took a whack at distilling this into a CRO style view: there are really four major groups of prospects for an ad tech seller, with sub groups as noted.
Transcript of Display Ad Ecosystem Simplified
1© comScore, Inc. Proprietary.
Display Advertising Made Simple
Marketers
Agencies
Agency Trading Desks
Publishers
Rep firms
Data Suppliers
DMPs/Data Aggregators
Tag Management
Verification/Privacy
Media Planning and Attribution
Measurement and Analytics
Platforms
Ingredients
BuyersSellers
Ad Servers
Exchanges
Ad Networks
Media Management Systems
SSPs
Publisher Tools
DSPs
Retargeting
Creative Optimization
