The RTB Ecosystem Explained, In A Graphic

As Real Time Bidding continues to cement its place in the digital advertising ecosystem, it has become a growing source of confusion for many. This much is clear; we are no longer living in a world where most digital ad buys occur between just agency and publisher. As a result, it’s more difficult to understand all the different players in the game.

In order to map out who exactly is involved in the RTB ecosystem, and how they impact it, British research house Econsultancy released a graphic detailing the players involved and their roles. Check it out below for the skinny on DSPs, trading desks, SSPs, ad exchanges, ad networks, data partners and more:

RTB Graphic

Alex Kantrowitz
Alex Kantrowitz

Staff Reporter

Alex Kantrowitz covers the business side of digital advertising for The Op-Ed. His work has previously been featured in Forbes, Fortune, The New York Times' Local Blog and The Ithaca Journal. He also wrote a series of articles from Istanbul for the Cornell Daily Sun. Connect with Alex on Twitter, Facebook, Google+, and Tumblr.