Ad exchange: Difference between revisions
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*[[Programmatic advertising]] |
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==References== |
==References== |
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Revision as of 01:33, 10 December 2020
An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.[1] The ad exchange is compare to the stock exchange, but for advertisers. Prices for the inventory are determined through real-time bidding (RTB) through auctions. Through these auctions, the publisher can maximize the price for their inventory while advertisers can purchase individual impressions at prices that reflect each impression's value to the campaign.[2] The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory. This represents a field beyond ad networks as defined by the Interactive Advertising Bureau (IAB),[3] and by advertising trade publications
Ad exchanges
Notable ad exchanges include:
- AOL's Marketplace which operated under the "OATH" and "BrightRoll" brands.
- Google Ad Manager
- Microsoft Advertising
- MoPub
- OpenX (company)
- Pubmatic
- Rubicon Project
- Smaato
- The Trade Desk
- Verizon Media
- Xandr (formerly AppNexus)
See also
References
- ^ "How an ad is served with real-time bidding". Internet Advertising Bureau.
- ^ "Infographic: Everything You Need To Know About Real Time Bidding For Display Ads". Marketing Land. 2014-05-08. Retrieved 2020-12-10.
- ^ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 2018-07-20.