An advertiser is a key entity in the marketing ecosystem, typically represented by an app or brand aiming to promote their products. In advertising, their focus is often on conveying specific messages, such as acquiring new users or retargeting previous customers through strategic campaigns. This role is crucial for driving engagement and maximizing the effectiveness of advertising efforts.

A publisher is a vital player in the marketing ecosystem, representing websites, apps, or platforms that provide advertising space. They aim to monetize their traffic by displaying ads from advertisers, maximizing their revenue through various ad formats, including RTB, native ads, and search queries. By effectively engaging their audience, publishers help brands reach their target demographics while also enhancing their own profitability and user experience. This symbiotic relationship drives the overall success of advertising campaigns.