Friend Or Rival? Evolution And Impact Of Display And Networks
Interactive advertising has only existed for around a decade and a half; in many countries it has only become a mainstream advertising channel within the last 5 years. Even so, the rapid rate of growth has meant that the landscape of the advertising industry is changing. Some of the first digital intermediaries to emerge evolved specifically to facilitate transactions between publishers and advertisers/agencies. While many simply acted as outsourced sales teams acting on behalf of publishers (more accurately referred to as "Brokers"), others have evolved further, acquiring ad serving and optimization capabilities and transforming into technology-based ad networks.