A Visual Look at the Fragmented Digital Media Ecosystem
In this graphic released to coincide with the MarTech conference in San Francisco, over 600 of the 5000+ marketing technology companies listed are in the advertising space (and this doesn't exclude the 1000s of stand along content publishers from which advertisers can directly buy ad space).
It illustrates the complexity and tidal wave of choices available to digital marketers. Moreover, given the huge number of channels through which to direct media spend, and given the inability for any single person (or even organization) to fully comprehend and understand how it all ties together, ample opportunity exists for any of these companiesto degrade quality in order to improve revenues.
It's critical for advertisers to take an intelligent approach to evaluating their supply partners. This is one explicit objective of MMI in our work for clients.
(images courtesy of Chiefmartech.com)