ADVERTISER

OPEN ADEXCHANGE

ADSERVER

Ad Exchange

Data Mapping

Demand SidePlatform

PerformanceOptimization Personalization Retargeter Reviews Social Media Supply Side

PlatformTag

ManagementData

ManagementPlatform

Ad Server

Marketing Tools Mobile

Agency Analytics AttributionAudienceTargeting

BusinessIntelligence

Compliance &Verification

ContentManagement

DataAggregator/

Supplier

Publisher

DATAMANAGEMENT

PLATFORM

Advertiser

ADEXCHANGE

Affiliate

DATAMAPPING

REVIEWS

CONTENTMANAGEMENT

DATAAGGREGATOR/

SUPPLIER

ADVERTISER PUBLISHER

AFFILIATE

MARKETINGTOOLS

AGENCY

AUDIENCETARGETING

COMPLIANCE& VERIFICATION

RETARGETER

PERSONALIZATION

BUSINESSINTELLIGENCE

GHOSTYSCAPE: TRACKERMAP, TECHNOLOGY CATEGORIES AND INDUSTRY PLAYERS

JUNE 2016

MOBILE

ATTRIBUTIONS

SOCIALMEDIA

SUPPLY SIDEPLATFORM

TAGMANAGEMENT

DEMANDSIDE

PLATFORM

ANALYTICSPERFORMANCEOPTIMIZATION

Content by Mollie Panzner. Design by Doug Fox.

OPERATIONS & ANALYTICS

Vendors leveraged to serve 1st and 3rd party site content,

and log audience analytics.

USEREXPERIENCE

Vendors leveraged to enhance, optimize and personalize the

User’s web experience.

PREDICTIVE INTELLIGENCE

Vendors whose function is to take advantage of the benefits associated with some form of

User data collection/use..

ADTECH

Vendors who function within the Adtech landscape,

but whose primary benefits are not associated with the collection/use of User data.

.

AdvertiserAn organization whose primary form of revenue generation is through the sale of products and/or services (versus advertising) to online consumers.

Content ManagementA platform used to create, remove, manage, host and deliver the 1st and 3rd party content of a website or its advertising in a specified format.

AnalyticsA platform that reports on website traffic and audience-to-page interaction statistics.

Tag ManagementA technology used by websites to more easily activate, deactivate and manage 3rd party technologies, and, more recently, the data that they collect.

PublisherAn organization whose primary purpose involves the production, issuance and management of online content on the web, and often generates the majority of revenue through on-site advertising, which includes but is not limited to websites, blogs, databases and online forums.

Performance OptimizationA platform used to leverage strategies and/or techniques to enhance performance and improve the on-site customer experience .

Social MediaA technology whose primary purpose relates to offering users the ability to share and create content with a network of users, or to participate in online communities.

PersonalizationA technology allowing for the tailoring of a website’s content and recommendations to match a specific user’s interests or preferences, in order to optimize the customer experience.

ReviewsA platform providing a business’s users with the opportunity to rate and comment on products they have purchased or articles that they have read, and to read others’ feedback, in order to inform potential purchase and reader decisions.

MobileA technology whose primary purpose is to serve clients’ mobile-web or mobile-app related needs...

Marketing ToolA technology whose primary purpose relates to promotional communication and engagements (generally referring to B2B platforms)...

Demand Side PlatformA technology used to bid on, or purchase, the ability to show an advertisement, often in an automated fashion.

RetargeterA provider of online advertising capabilities in the form of targeted ads to consumers specifically based on their prior browsing behavior.

Data Aggregator/SupplierA collector and/or provider of gathered online data points, collected indirectly via cookies or bought from others, for the purpose targeting and/or discerning trends about online users.

Data MappingA technology that serves to connect, or map, the data elements collected by more than one environment; more specifically the mapping of online and offline data for the purpose of online targeting or attribution.

Business IntelligenceA provider of objective online business data, trends and analysis.

Supply Side PlatformA technology used to offer, or sell, available advertising inventory, often in an automated fashion.

Data Management PlatformA platform used to warehouse, and often execute on, aggregated 1st and/or 3rd party online data insights.

Audience TargetingA provider of online capabilities in the form of targeted ads to consumers, not based on prior browsing behavior; rather, advertising focused on specific traits of the user, such as demographic and geography-based segmentations, or expected traits of the audience, like contextual ads (includes ad networks).

Compliance & VerificationA technology leveraged to verify that an ad has executed according to a specific set of standards; or a technology used to promote online consumer trust, as well as deter unauthorized data sharing and online security vulnerabilities.

AgencyA business dedicated to creating, managing and/or executing digital services, most notably advertising and website management, on behalf of its clients (also includes agency trading desks).

Ad ExchangeA digital marketplace that enables advertisers and publishers to buy and sell advertising inventory, often through real-time auctions.

AffiliateA platform allowing for revenue sharing between an advertiser and a 3rd party website or group of sites, where the affiliate is rewarded based on performance, in the form of traffic or revenue to the advertiser.

AttributionA technology that assigns “credit” from actions such as increased user traffic or conversions, to other 3rd party touch points that a customer was exposed to prior to taking these actions.

Ad ServerA web server that stores and maintains advertisements (creatives, impressions) to show to online users.

CATEGORIZING VENDORS: OPERATIONS & ANALYTICS, USER EXPERIENCE, PREDICTIVE INTELLIGENCE & ADTECH