The documents describe the digital media and programmatic advertising ecosystems. The digital media landscape includes various types of digital ads like display, video, mobile, and native ads. The advertising business is transforming due to factors like the rise of influencer marketing, concentration of ad spending among large tech companies, use of audience data and AI for targeting, and automation of the buying and selling process. The programmatic ecosystem involves various players like brands, publishers, agencies, ad exchanges, demand side platforms, and supply side platforms that facilitate the automated sale of digital ads through real-time bidding.

1. The Digital Media/
Advertising and
Programmatic
Ecosystems
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2. The Digital Media Landscape/Advertising Ecosystem
Email/
Newsletters
Social
Media
Ads
Audio
Ads
Search
PPC/SEM
Mobile
Ads
Digital
Video
Ads
Digital
Media/
Advertising
Ecosystem
Native
Ads
Content
Marketing
Display
Ads
DOOH
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3. The Transformation of the Advertising Business
Advertising
Transformation
Content & Influencer
Marketing
Influences, Educates, Builds
Trust and Reach
Ad Spend
Concentration
by FANGA
Facebook, Amazon,
Netflix, Google, Apple
Optimized Ad Formats
& Creative
Cross-Screen, Dynamic and
Personalized
Audience Data & AI
Algorithms to Segment,
Target, Measure
Automation of
Buying and Selling
Always-On Campaigns,
Marketplace Efficiencies
Cross-Platform
Content Distribution
Utilizes Paid, Owned,
Earned Media
Voice Assistance/
Chatbot Interactions
Speech Mode for Content,
Search Queries, Purchases
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4. Open Ad
Exchanges
Brands
Programmatic Ecosystem Summary
Ad Networks
(Backfill, Demand
Sources)
Publishers/MediaBrands
(AdOperations/DFP)
Agency
(MediaPlanners/Buyers)
Consumers/B2BAudience
Private
Exchanges/
Marketplace
(PMP)
Direct Deals
TradeDesks
Agency&Independent
DSPs
DemandSide
Platform
SSPs
SupplySidePlatform
(AllocatesInventory)
RTB
Real Time Bidding
Data Suppliers and Data Management Platform (DMP)
DSP
Sell Direct
10%
15%10%
$1 CPM
10%
$0.05
CPM
$10.00
$9.00
$7.50 $6.00
$5.00
$3.75
$3.75
$4.00
Technology Tax
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Header Bidding

5. Brands
DSPs
DemandSide
Platform
Private
Marketplace
(PMP)
Open Ad
Exchanges
Private
Exchanges
RTB
Real-Time
Bidding
SSPs
SupplySide
Platform
Programmatic Ecosystem Summary
Publishers/
ContentAggregators
Agency
(MediaPlanners/Buyers)
Consumers/
TargetAudience
TradeDesks
Agency&
Independent
Tag Management
Re-Targeting
AdServers
Measurement
Analytics
AdVerification
AdOperations
PublisherTools
AdServers
HeaderWrappers
Data Suppliers/Aggregators and Data Management Platform (DMPs)
DSP
Dynamic Creative Optimization
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Header Bidding