Analyst Report: How to navigate the new world of digital advertising


Data is at the center of every phase of the workflow for digital advertising, which means it’s absolutely crucial for doing business in that space.¬†Thanks to a new ecosystem designed to serve the sell-and-buy side of digital advertising, that data can now be leveraged, but the new landscape also makes online advertising a far more complex space than it was even a few years ago.

This report looks at the ways in which automated, dynamic ad buying and selling is affecting the online media marketplace for display advertising. It explains how publishers can push back against the devaluation of their inventory and how advertisers can best employ these new technologies.

Table of Contents

  1. Summary
  2. Introduction: the advertising data overload
  3. The ad ecosystem: diverse but confusing
  4. Publishers
  5. Advertisers
  6. Conclusion
  7. About Marissa Gluck
  8. About GigaOM Pro

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