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. Prices for the inventory are determined through bidding. 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), and by advertising trade publications such as Advertising Age.

The major ad exchanges include:

• AppNexus.
• AOL's Marketplace.
• Microsoft Ad Exchange,
• OpenX (company).
• Rubicon Project Exchange.
• Smaato.
• AdECN, which is owned and was purchased by Microsoft in August, 2007; Microsoft switched from AdECN to AppNexus three years later, retiring the AdECN platform.
• DoubleClick, was acquired by Google in 2008.

Video Ad exchange

See also

• Advertising network
• Demand-side platform
• Online advertising
• Real-time bidding
• Supply-side platform

Maps Ad exchange

References

Source of the article : Wikipedia