All playersSee full lifecycle →
Demand layer · position 7 / 8 · ADV
Advertiser
The brand paying for the ad and defining the campaign.
"The customer of everyone else in this diagram."
By the numbers
Take rate
Pays the bill
Scale
$200B+ digital video / yr
Common vendors
P&G · Unilever · DTC brands
In the flow
Where Advertiser sits
Fun facts
Reshuffle for more — each fact links to its source.
P&G famously cut $200M of digital ad spend in 2017 and saw zero revenue impact — kicking off the industry-wide 'waste' reckoning.
money·AdAge
Coca-Cola spends over $4B/year on advertising globally — more than the GDP of several small countries.
scale·Statista
Geico is the largest single advertiser on US TV by spend — over $2B/yr, almost entirely on direct-response creative.
scale·iSpot.tv
Receives from (upstream)
No upstream — originates the flow.
Sends to (downstream)
Inputs
- · Brand brief
- · Creative assets
- · Budget
Outputs
- · Campaign goals, creative VAST
Protocols on the wire
VAST creativeConversion pixels
Key KPIs
CPAROASBrand lift
Appears in lifecycle
Featured in scenarios
Under the hood
Sets KPIs (reach, completion, conversion). Loads creative into a DSP and defines targeting + flight dates. Audits with third-party measurement (DV, IAS, MOAT).
Active recall
Test what you know about Advertiser.