This post was most recently updated on February 9th, 2021
When you think about the process of advertising, you might imagine it as a linear path going from point A (the brand) to point B (the consumer). However, there are many complexities behind the scenes of the display advertising ecosystem that can both confuse and overwhelm beginners to the online publishing game.
For publishers, there’s no need to become an expert in the intricacies of advertising technology in order to profit from it. But knowing the basics is highly beneficial, and having a grasp on ad tech can help you make better business decisions.
Find out more about AdTech here: https://www.monetizemore.com/blog/what-is-adtech/
Here are three of the best resources for understanding the display advertising ecosystem:
The IAB’s overview on how advertising data is delivered through the ecosystem from the advertiser and eventually to the consumer. If you want to know the basics of the digital advertising process and prefer not to be bogged down by too much information, you can check this out.
http://www.iab.net/data/ecosystem.html
Luma Partners, one of the most influential investment firms in the media and tech industry, made different infographics on key sectors in media, including display advertising. Lumascapes mapped out the different parts of the ecosystem and identified the major companies that supply these services. This is a good guide on how to select the companies you want to work with and to be in the know of “who’s who” in the industry.
http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/
Learn AdTech’s infographic is the most robust among the three and interactives here. You can click on each part and observe an overview of each aspect. It also cites possible directions for each pathway.
MonetizeMore leverages both programmatic and manual ad optimization methods to maximize the potential revenue for our partner publishers. Our ad optimization experts are not only up to date with the landscape but also have in-depth training on ad monetization.
The complexity of the ecosystem can discourage publishers from considering advertising as a way of earning money. We aim to educate publishers about the advertising ecosystem and how to treat it with more confidence. You can subscribe to our blog or contact us directly if you have any questions.
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Kean Graham is the CEO and founder of MonetizeMore & a pioneer in the Adtech Industry. He is the resident expert in Ad Optimization, covering areas like Adsense Optimization,GAM Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.
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