Mapping the Mobile Advertising Ecosystem | AppsFlyer

Mapping the Mobile Advertising Ecosystem [Cheat Sheet]

 The mobile advertising ecosystem can be divided into players on the buy side, the sell side, and the analytics side. 
 Buy Side 
Brands. In the mobile advertising space, brands have an established presence on the web and/or offline. They are usually classified by vertical such as eCommerce (like Macy’s or Amazon), travel (American Airlines,, entertainment (HBO, Netflix) and CPG (Coca Cola, Kraft).
App Developers. A company whose only business is mobile apps (like Supercell – Clash of Clan Developer, Shazam, Tinder, Clean Master).
Agencies. A company that manages ad campaigns for multiple advertisers.
Ad Exchanges. An automated marketplace that connects advertisers and publishers to buy & sell mobile ads, most of it in real time.
DSPs. A Demand Side Platform is an advanced software that is connected to multiple ad exchanges, automatically making complex media buying decisions to determine how much to pay
for a single ad impression – mostly through a process called real time bidding.
Sell Side
Publishers. A publisher is a website or app that sells ad inventory on its property.
SSPs. A Supply Side Platform helps publishers automatically and efficiently manage the selling of their inventory to multiple buyers in order to maximize their inventory yield.
Connecting the buy side to the sell side:
Ad Networks. A company that matches supply from mobile websites and apps to the demand of advertisers. A key industry player.
Independent Attribution Analytics. Unbiased providers serving as de-facto ecosystem regulators that are able to accurately attribute credit to a single campaign source, helping marketers to maximize advertising ROI. As they are not media companies, they are trusted by both networks and advertisers not only to attribute credit, but also to rule on discrepancies.
App Store Analytics. A category divided into (1) the app stores themselves that offers basic analytics on installs, and (2) specialized companies that provide more advanced analytical tools & data slicing.
In-App Analytics. Companies that specialize in analyzing app usage patterns to improve its user experience and ultimately its retention rate and user lifetime value.