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. https://www.smartinsights.com/internet-advertising/ad-networks/tcomplex-digital-advertising-ecosystem-explained/
blog article
THE COMPLEX DIGITAL ADVERTISING ECOSYSTEM EXPLAINED
It used to be that advertising meant newspaper ads and flyers. In today’s digital world, advertising has reached new levels. Advertising has evolved into a global marketplace and now requires many relationships that extend further than the typical publisher/advertiser bond we’ve all become familiar with. But no matter how complicated and complex this global industry may become, the relationships between publisher and advertiser (and everyone in between) are crucial in keeping up with changing practices. During most of the 20th century, there were only two sides to an advertising transaction: the publisher and the advertiser. A newspaper, for example, was produced by a publisher and had an audience that read its content daily. An advertiser would pay the publisher an agreed amount of money to put their content in front of that audience. READ MORE