INFOGRAPHIC: The Mobile Advertising Ecosystem Explained
We are in the post-PC era, and soon billions of consumers will be carrying around Internet-connected
So,
In a recent report from BI Intelligence on, we explain the complexities and fractures of the ecosystem. We specifically examine the central and dynamic roles played by mobile
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Take look at this infographic from our report:
Mobile lacks the technical consensus that enables ad targeting, delivery, and measurement to work fairly seamlessly across the desktop world. As the mobile ad industry matures it will likely become more streamlined and simple, but for now there are innumerable actors interacting with one another and attempting to find a niche.
Here's an overview of some of the major players in the ecosystem:
- Mobile ad networks: Mobile ad networks aggregate advertising inventory and match it with advertisers, much as online ad networks do. Networks soak up ad inventory, analyze its potential, and sell it by matching it to advertisers' needs. Where networks differentiate is in value-added services, such as aggregating buying power to strike better deals, or improve targeting.
- Mobile ad exchanges: Exchanges automate many parts of the mobile ad process, and can connect publishers with multiple ad networks. Ad exchanges are primarily supply-facing at the moment, and have relatively few interactions with mobile ad agencies (even less so with brands).
- Natives: Other companies are emerging that don't neatly fit the established categories. They resemble ad networks in that they connect advertisers with publishers' inventory, but they express disdain for the traditional mobile advertising model.These companies are trying to find a native approach to mobile advertising that will break through consumers' apparent disdain for
mobile ads . We call them "the natives."
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