March 28, 2008 15 Comments

Advertiser Types- Any Info

A friend of mine sent the following request for information that he’s hoping to wrap his head around:

I am working on an internal research project and am trying to build a reasonably accurate model of today’s online advertising/marketing value chain… essentially we are working to build a common understanding of how the big pieces fit together and how the $$ flows between the various segments. Ultimately, I’d like to pull together a single slide that covers:

  • The brand advertisers (GM, Procter & Gamble, and all the way down)
  • The ad agencies
  • The media planners/owners
  • The ad servers (Doubleclick) and networks (VideoEgg, ScanScout, Tribal Fusion et al)
  • The publishing platforms (Brightcove, Move Networks)
  • The destination media sites (from CBS to Youtube to Facebook and everyone in between)
  • The mega-players who bring multiple pieces to the table (Google, Microsoft, Yahoo, AOL)
  • The ad targeting (Revenue Sciences) and measurement firms (Quantcast, Dynamic Logic, Nielsen, Omniture)
  • Any other major categories that I missed?

I’m not in this space at all, but you might be. If you’re interested and have information about this, please email me: blog at chrisbrogan dot com.

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