Ad exchange
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An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.[1] Prices for the inventory are determined through real-time bidding (RTB). 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),[2] and by advertising trade publications.
Ad exchanges[]
Notable ad exchanges include:
- AOL's Marketplace which operated under the "OATH" and "BrightRoll" brands.
- Broadsign's Ad Exchange, operating under the "Broadsign Reach" brand.
- Google Ad Manager
- Google Marketing Platform (DV360)
- Hivestack
- Index Exchange
- InMobi
- 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". Archived from the original on 2021-12-21 – via YouTube.
- ^ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 2018-07-20.
Categories:
- Online advertising