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Display Ad Ecosystem Simplified

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Kirby Winfield
Kirby Winfield

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.

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Display Advertising Made Simple Platforms Sellers Buyers DSPs SSPs Retargeting Publisher Tools Creative Optimization Marketers Ad Servers Publishers Agencies Exchanges Ad Networks Rep firms Agency Trading Desks Media Management Systems Ingredients Data Suppliers DMPs/Data Aggregators Tag Management Verification/Privacy Media Planning and Attribution © comScore, Inc. Proprietary. 1 Measurement and Analytics

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Display Ad Ecosystem Simplified

  • 1. Display Advertising Made Simple Platforms Sellers Buyers DSPs SSPs Retargeting Publisher Tools Creative Optimization Marketers Ad Servers Publishers Agencies Exchanges Ad Networks Rep firms Agency Trading Desks Media Management Systems Ingredients Data Suppliers DMPs/Data Aggregators Tag Management Verification/Privacy Media Planning and Attribution © comScore, Inc. Proprietary. 1 Measurement and Analytics