The digital environment that connects websites that live on the Internet together, and with people, is done with such precision that to map it out for people makes it looks like something bright, blinking and living, and straight out of a sci-fi movie. To simplify a complex advertising ecosystem, explore the data ecosystem that contains the information that is used to deliver personalized and relevant experiences to consumers.

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This simplified view of the ecosystem accounts for typical roles played by these entities. However, business models may defer and/or overlap with those of other entities. When making business decisions, it is important to ask your partners to disclose their business practices.