Now that you understand digital advertising and its advantages over traditional methods, let's explore who makes it all happen.

Digital advertising isn't just ads appearing magically online. It's a complex ecosystem with different players working together to connect businesses with customers.

Engagement Message

Ever wondered who decides which ads you see online?

First, meet the advertisers. These are businesses, organizations, or individuals who want to promote their products or services online.

Think Nike wanting to sell sneakers, Netflix promoting new shows, or your local pizza shop attracting customers.

Engagement Message

Can you name a brand whose ads you see frequently?

Next are publishers - websites, apps, and platforms that display ads to earn revenue.

Popular publishers include news sites like CNN, social platforms like Instagram, or gaming apps on your phone. They provide the "space" where ads appear.

Engagement Message

What's your favorite website that shows ads?

Ad networks act as matchmakers between advertisers and publishers. They help advertisers find the right places to show their ads.

Google Ads is the world's largest ad network, connecting millions of advertisers with millions of websites and apps.

Engagement Message

Why would advertisers need help finding where to place their ads?

Finally, there are consumers - that's you! We browse websites, use apps, and interact with ads by clicking, buying, or simply viewing them.

Our actions provide valuable data that helps improve ad targeting and effectiveness.

Engagement Message

When was the last time you clicked on an ad?

Here's how they work together: Advertisers pay ad networks to show their ads. Ad networks place these ads on publishers' websites. Publishers earn money when people see or click ads.

It's a win-win cycle that keeps digital content free for consumers.

Engagement Message

Why do you think many websites offer free content?

Let's see this ecosystem in action: You search "running shoes" on Google. Google (ad network) shows Nike's ad (advertiser) in your search results on Google.com (publisher).

If you click, Nike pays Google, Google pays itself, and you potentially get new shoes!

Engagement Message

Who earns money when you click Nike's ad?

Type

Fill In The Blanks

Markdown With Blanks

Let's test your understanding of the digital advertising ecosystem. Fill in the missing players:

Example Scenario:
Spotify (the [[blank:publisher]]) shows a McDonald's promotion to users. McDonald's (the [[blank:advertiser]]) pays Google Ads (the [[blank:ad network]]) to place this ad. You (the [[blank:consumer]]) hear the ad while listening to music.

Suggested Answers

• publisher
• advertiser
• ad network
• consumer
• algorithm
• billboard