An advertiser is the entity on the buying side of the mobile marketing ecosystem. In the context of mobile advertising, the advertiser is often an app or brand looking to spread a specific message about their product (for example, new user acquisition and retargeting campaigns).

What is a publisher in ad tech? Publishers are the owners, “suppliers”, or “sellers” of digital ad space online. They’re referred to as the “first-party” in digital advertising, because they have direct ownership over the ad space that they sell to the advertisers they work with.

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