This document provides an overview of the digital display advertising ecosystem as of Q1 2013, outlining the key players on the demand-side (advertisers and agencies) and supply-side (publishers, ad exchanges, data providers). It maps out the relationships between different types of marketers, agencies, ad networks, demand-side platforms, data management platforms, and supply-side platforms that facilitate digital display advertising.

1. Digital
Display
Adver0sing:
Enterprise
Provider
Landscape
(Q1,
2013)
Demand-­‐Side:
Adver&sing
Traffic
Supply-­‐Side:
User
Inventory
Source:
AdJuggler,
Inc.
Marketers
Digital
Agencies/
Media
Management
Data
Management
Publishers
Thousands
of
B2C
Agency
Trading
Desks
(ATD)
RFP
work
flow
and
adver-sing
Digital
audience
appends
for
Portals,
retailers,
blogs,
web
sites,
&
B2B
adver-sers
Specialized
digital
teams
with
exper-se
management
tools
targe-ng
online
porholios,
social
Fortune
500,
in
media
buying
and
yield
Media
Ocean,
Traffiq
BlueKai,
Targus/Neustar,
Exelate,
Any
and
all
web
sites
with
Mid-­‐market,
Brand
RocketFuel,
Varick,
ValueClick,
Centro,
Bizo,
PulsePoint,
Comscore,
adver-sing
model
and
Direct
marketers
Collec-ve,
Casale
Nielsen
Rich
Media
Providers
Specialized
digital
crea-ve
tools
MediaMind,
PointRoll,
Medialets
Acquire,
cross-­‐sell,
or
retain
customers
Sell,
target,
deliver
online
‘real
estate’
Direct
RFP
Data
Create
mul--­‐channel
campaigns
Exchanges
Create
and
op-mize
display
Open
“bid/ask”
Exchanges
exchanges
media
placement
CRM,
billing,
work
flow
DSPs
SSPs
Google,
RightMedia,
OpenX,
SpotXchange,
Adap.tv,
Nexage
Networks
Supply-­‐Side
Networks
(Sell-­‐Side
Centric)
PlaCorms
(SSPs)
Demand-­‐Side
PlaCorms
Collec-ons
of
media
sites
with
Agencies
Yield
op-mizers
for
Handful
of
global,
mul--­‐ (DSPs)
outsourced
placement
network
&
exchange
traffic
Yield
Management/
channel
agencies,
plus
large
Engines
that
op-mize
“bids”
into
AOL,
Yahoo,
MicrosoK,
Specific,
AdMeld
(Google),
Rubicon,
base
of
small
agencies
open
and
private
exchanges
and
Collec-ve,
Fox,
Tribal
Fusion,
Audience
Pubma-c,
OpenX,
AdJuggler
Work
Flow
managed
services
Yield
op-mizers
for
network
WPP,
IPG,
Havas,
Omnicom,
Science,
CPX
Interac-ve,
Evolve,
DataXu,
Turn,
X+1,
Videology/ TubeMogul,
Glam,
Grab
Media,
and
exchange
traffic
Gyro,
AKQA
Lucid,
MediaMath
Opera-ve,
FatTail,
YieldEx
Google,
Facebook
Buy-­‐Side
Integra0ng
Guaranteed
&
Programma0c
Sell-­‐Side
Integra0ng
Guaranteed
&
Programma0c
DFA,
MediaPlex,
24/7-­‐OAS,
MediaMind,
Adtech
Core
Ad
Serving
PlaCorms
DFP,
AdJuggler,
AppNexus,
Adtech,
24/7-­‐OAS,
OpenX