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Today's dynamic online advertising environment, encompassing an ever-growing number of companies providing a range of services and technologies has created a very complex and confusing ecosystem. In an attempt to categorize these different offerings and help people navigate and understand where each different component lies, a proliferation of different labels has been spawned to organize these entities. Where once there were simply advertisers, agencies, publishers and ad networks, there is now a truly new ecosystem. Networks themselves now come in many shapes and sizes - from vertical and contextual through to performance and behavioral - and many agencies are increasingly looking like networks in the way they operate.
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