display ad ecosystem simplified
DESCRIPTION
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.TRANSCRIPT
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Display Advertising Made Simple
Marketers
Agencies
Agency Trading Desks
Publishers
Rep firms
Data Suppliers
DMPs/Data Aggregators
Tag Management
Verification/Privacy
Media Planning and Attribution
Measurement and Analytics
Platforms
Ingredients
BuyersSellers
Ad Servers
Exchanges
Ad Networks
Media Management Systems
SSPs
Publisher Tools
DSPs
Retargeting
Creative Optimization