The Top 12 Platforms In The Online Display Advertising Landscape [infographic]
U.S. digital ad spending was expected to reach $60 billion in a single year — a figure that underscores just how vast the online advertising industry has become.
At the centre of that enormous machine is the humble ad itself.
Most people either ignore ads outright, block them, or simply fall victim to banner blindness. Very few stop to consider how far a given ad has travelled before it lands on their screen.
The journey starts with an advertiser or brand, then winds through as many as 12 different platforms and intermediaries — sometimes more — before the ad is finally displayed to a user. The whole process bears a striking resemblance to a production line, with each stop in the chain performing a distinct function before passing the ad along.
The infographic below maps out that journey through the online display advertising landscape:
