When I was consulting for a leading ad agency in Korea, we used this landscape map to figure out their market entry strategy. Lumascape comes up with this broad map showing the ad value chain from marketers to publishers.
Main idea is that agencies represent the brands that use these agencies for both creative and ad buying processes, and the publishers are all the webpages with digital display advertisement spaces available for sale. The map does not deal with the creative side of display advertisement; they focus on how the ad inventory is sold and bought between publishers and marketers, respectively.
The intermediary between these two poles are filled with businesses such as exchanges, demand-side platforms (DSP) and sell-side platforms (SSP). DSPs used to work with agencies to enable them to bid for ad spaces, and SSPs worked the other way by offering ad spaces up for sale. Exchanges facilitated between the two, usually for the non-major inventory not already locked up between DSPs and SSPs. However, the discrepancies between these three major segment is increasingly becoming smaller.
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