The IAB Arena: A Simplified View of the Digital Advertising Ecosystem

The digital advertising ecosystem has often been portrayed with excessively complex diagrams featuring hundreds of logos and arrows indicating multiple flows and directions.

Yes, it is complicated — significantly more so than analog media — but it is not so foreign as to be unrecognizable to the trained marketer. Each additional capability merely adds new tools to help agencies, publishers, and marketers apply their skills more effectively.

As part of our Digital Simplified series we set out to, well, simplify the depiction of this valuable system with The IAB Arena. The resulting “Arena” illustration is designed to portray, from a marketer’s perspective, how advertising messages are delivered to consumers in the vibrant and ever-expanding ecosystem of digital advertising.

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