Online display advertising is getting increasingly complex as publishers look to increase sell-thru rate and halt the downward slide of CPMs driven by explosion in available inventory, while advertisers look for better relevance, targeting and performance. A lot of venture capital has therefore gone into funding innovative technology companies to find solutions for publishers and advertisers. The resulting technology ecosystem that supports display advertising has become increasingly complex.
The chart below (courtesy Luma Partners) does a good job of capturing all the components of the display advertising technology landscape. Click on the chart to enlarge it.