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