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INTRO TO THE DIGITAL ADVERTISING ECOSYSTEM

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THE KEY PIECESWHAT IS THE SYSTEM MADE OF?

• Advertisers (media buyers)

• Demand-side Platforms (DSPs)

• Supply-side Platforms (SSPs)

• Publishers

• Audience

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TL;DR:

Because humans exist we have an audience, or wide range of different types of people, who consume content from publishers. In the digital context, this content is usually in the form of a website, blog, TV show, etc.

Publishers create and/or display this content as well as integrate ads within their content using a supply-side platform. Supply-side platforms are applications that allow publishers to manage their advertising space as well as sell it to media buyers or advertisers.

These advertisers are then able to directly purchase or bid on ad property using a demand-side platform. The demand-side application allows advertisers to target their ads to specific demographics, as well as intelligently respond based on performance data.

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MODERN ADVERTISING ECOSYSTEMVISUALIZED

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EXAMPLES OF DEMAND-SIDE PLATFORMSADOBE MEDIA OPTIMIZER

URL: http://www.adobe.com/marketing-cloud/online-advertising-management.htmlNotes: Website has 4 videos that show off the UI.

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EXAMPLES OF DEMAND-SIDE PLATFORMSADFORM

URL: http://site.adform.com/agencies-advertisers/demand-side-platform/

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EXAMPLES OF SUPPLY-SIDE PLATFORMSGOOGLE DOUBLECLICK

URL: http://www.google.com/doubleclick/publishers/Notes: Great written explanation of the product.

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EXAMPLES OF SUPPLY-SIDE PLATFORMSAPPNEXUS

URL: http://www.appnexus.com/platformNotes: Website is hard to digest.

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ADVERTISERS

Can also be referred to as media buyers. Advertisers are made of retail companies like Best Buy or Sears, travel companies like Expedia, and many more.

Here is an infographic breakdown “Who Buys All Those Google Ads? An Infographic Breakdown” - Wired

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PUBLISHERS

The content facilitators. Publishers display content for people to consume. Examples include Rotten Tomatoes, Vogue, blogs, YouTube, etc.

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AUDIENCE

The people who consume the content provided by publishers - the people who see the ads.

“A target audience is the intended audience or readership of a publication, advertisement, or other message.” - Wikipedia

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BECOME AN EXPERT / WORKS CITED

Now that you have a general idea of what the pieces are, you might want to take your knowledge to the next level. Here is a reading list to help you do so:

Supply-side platform - Wikipedia

Demand-side platform - Wikipedia

The Rise of the Demand Side Platform - ClickZ

WTF is a supply-side platform - Digiday

SSPs, AKA Supply Side Platforms - Ad Ops Insider

Talk to Darrell Whitelaw