Ad exchange

Technology platform for buying and selling of advertising

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:

  • AppLovin (which recently acquired MoPub)
  • FreeWheel (owned by Comcast)
  • Google Ad Manager (also known as Google Authorized Buyers, formerly known as AdX, and now part of Google Ad Manager)
  • InMobi
  • Magnite Inc (formed by the combination of Rubicon Project, SpotX, and Telaria)
  • OpenX (company)
  • Pubmatic
  • Smaato
  • Xandr (formerly AT&T AdWorks which bought AppNexus, now owned by Microsoft)
  • Yahoo (formerly AOL, Brightroll, OATH and other entities rolled into the Yahoo brand)

See also

References

  1. ^ "How an ad is served with real-time bidding". Archived from the original on 2021-12-21 – via YouTube.
  2. ^ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 2018-07-20.