The digital ecosystem is complex and changing at a mind boggling rate. Its not an easy job to stay up to date with the latest digital advertising trends but while the ecosystem may be complex, it by no means needs to be overly complicated!
Let’s break this ecosystem down to the most basic level
Advertisers need to get their messages out in the public. To do this, they buy ad placements on websites. Supply vs demand in digital advertising is simple.
Advertisers who want to spend their money is called demand. Publishers have ad space that they want to sell. This is called supply. The entire digital advertising industry exists because of supply and demand. Basic economics!