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The Ad Tech Ecosystem Explained
Most marketing teams describe ad tech as a data activation layer. Maria Solodilova says that mental model is exactly what gets campaigns into trouble.
She maps the full ecosystem from publishers and advertisers to DSPs, SSPs, and mediation, and explains why the real-time market dynamics behind each layer matter more than most teams account for.
👀 Blog post version: https://humansofmartech.com/2026/03/03/209-maria-solodilova-why-adtech-is-really-a-marketplace-with-its-own-economics/
📬 4 quotes, 0 chill, and 4 ideas from this episode: https://humansofmartech.substack.com/
▶ All episodes: https://www.youtube.com/playlist?list=PLcfDbt1ekBYOJLJyWVF9AuUOpUVwjSeoJ
Key points:
- Publishers, advertisers, DSPs, SSPs, and mediation: how the ecosystem players connect
- Why the real-time marketplace mechanics of ad tech are routinely underestimated by marketing teams
- How fragmentation across the ad tech stack shapes publisher and advertiser outcomes
#AdTechEcosystem #MarTech #HumansOfMartech
Видео The Ad Tech Ecosystem Explained канала Humans of Martech Podcast
She maps the full ecosystem from publishers and advertisers to DSPs, SSPs, and mediation, and explains why the real-time market dynamics behind each layer matter more than most teams account for.
👀 Blog post version: https://humansofmartech.com/2026/03/03/209-maria-solodilova-why-adtech-is-really-a-marketplace-with-its-own-economics/
📬 4 quotes, 0 chill, and 4 ideas from this episode: https://humansofmartech.substack.com/
▶ All episodes: https://www.youtube.com/playlist?list=PLcfDbt1ekBYOJLJyWVF9AuUOpUVwjSeoJ
Key points:
- Publishers, advertisers, DSPs, SSPs, and mediation: how the ecosystem players connect
- Why the real-time marketplace mechanics of ad tech are routinely underestimated by marketing teams
- How fragmentation across the ad tech stack shapes publisher and advertiser outcomes
#AdTechEcosystem #MarTech #HumansOfMartech
Видео The Ad Tech Ecosystem Explained канала Humans of Martech Podcast
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24 апреля 2026 г. 22:15:03
00:04:28
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