The Triad of Advertising
For advertising campaigns to materialise, you need three key players: advertiser, publisher and consumer. This article will provide you with an understanding of their individual functions and how they interact with one another in a paid media campaign.
Advertiser
Who they are: Advertiser refers to the brand (e.g. Nike or Toyota) or the media agency acting on behalf of the brand looking to place their advertisements on specific publishers’ sites or ad spaces.
What they do: Advertisers select the most appropriate publishers and ad spaces to place their ads on based on the audience they wish to reach with their marketing message. Once they have done this, they pay the publishers to use the selected ad spaces for a specific period of time to reach the publisher’s consumers/audience.
Publisher
Who they are: In digital media, publisher refers to any online ad space provider. The name comes from press publishing - traditionally published content used to be in paper form and we would buy ad spaces in newspapers. As we progress to a digital world, content publishing is now done online.
What they do: Apart from creating compelling content for their website readers, publishers also sell ad spaces for advertisers looking to reach their audience with a relevant marketing message. This is how most content websites generate revenue while keeping their content free for their readers.
Consumer
Who they are: The consumer refers to the publisher’s audience such as their website visitors.
What they do: The consumer/audience sees the advertiser’s ad when they visit the publisher’s website/platform, and may choose to click on the ad.
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