I didn't create the chart. The point I was trying to make is that each of these companies is a player in the industry and has either tracking data of their own and/or they're connected (directly or indirectly) to various data brokers. The chart greatly simplifies reality - it it represented all the interconnections between individual companies it would be vastly more complex. It can't do that because most of these connections are known only to the companies involved.
Anyone of average intelligence will have a pretty good understanding of the process after reading a 2-page summary[1]. The infographic the "grandfather" posted is designed as an inside joke. Yeah, there are a lot of companies you've never head of in the market, but all of them perform 5 or so different services. The market is very young, thus very fragmented and everyone comes up with their own nomenclature for differentiating purposes.
[1]econsultancy and Adobe have good whitepapers on the subject.
It's a flowchart. It looks like you haven't even tried to create a list of players. If it's less complex than SQL double-hop then it's not complex.