Ads - Topology of a transaction

About

The business models of each party (entity) may overlap, therefore when making business decisions, it is important to ask your partners to disclose their business practices.

Articles Related

List

the Ads - Client (merchant, retailer or brand)
Ad - Advertiser
Ads - Agency
Web Analytics - Event (Hit) - Data Collected
Ads - DSP (Demand-side platform)
Ad exchanges provide a sales channel to publishers and ad networks, as well as aggregated inventory to advertisers.
Ad - Sell-Side Platform (SSP)
Ad - Ad Network (Vendor) (manages the ads transaction)
Publisher (Media Company, Affiliate, Seller, Supply partner)
Ad - Consumer (Customer, Visitor)
Data Aggregator

Documentation / Reference

http://data.iab.com/ecosystem.html