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: