A Digital Video Advertising Overview


.	Video Ecosystem Constituent	Description
.	Aggregator / Distributors	The multitude of vendors and publishers in the market make it unfeasible for all but the largest Portals to deal with a large enough number of videos to offer a wide variety of content to their consumers. Aggregator/Distributors provide a solution by handling distribution agreements with a large number of content publishers and providing a “one stop shop” catalog of video content for Web Sites/Portals.
.	Ad Serving Technology Vendors	A 3rd party technology vendor enlisted by the agency (or advertiser) to manage their campaigns across multiple networks and web properties.
.	Web Sites and Portals	A Web site is, in this context, a venue on the Internet offering videos to consumers. A Portal is a Web site offering a variety of services to consumers, including videos and generally having a very large number of users.
.	Advertising Networks	In the context of this document, advertising networks function as aggregators of video advertising inventory and enable publishers to generate advertising revenue from their video content libraries or other advertising inventory without a direct sales relationship to an dvertiser.
.	Measurement Firms	Companies that analyze and report on various online metrics associated with campaign management and effectiveness.
.	Auditing Firms	Firms that examine the technology and/or business processes of companies aggregating and/or selling advertising to ensure transparency and trust within the media marketplace.
.	Research Firms	Firms that report both publicly and privately on various aspects of the media marketplace, including measurement of unique users, frequency/traffi c, impressions, etc.
.	Agencies	Both interactive and traditional media buying fi rms participating in the digital video marketplace.
.	Video Technology Providers	There are several companies that provide encoding services and player technologies to publishers and networks, enabling video and advertising content throughout the ecosystem.