Ad exchange
Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. 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),[1] and by advertising trade publications Advertising Age[2], iMediaConnection[3] and ClickZ[4].
The major ad exchanges include AdECN[5], which is owned and was purchased by Microsoft in August, 2007 but may have recently been closed down, Right Media[6], which is owned and was purchased by Yahoo! in April 2007, ContextWeb's Exchange, the leading independent exchange, DoubleClick Ad Exchange, which is owned by DoubleClick[7], a Google subsidiary purchased in May 2007 and Zinc Exchange[8], an exchange selling guaranteed impression delivery on newspaper sites.
Ad exchanges can be useful to both buyers (advertisers and agencies) and sellers (online publishers) because of the efficiencies they provide.[citation needed]
[edit] See also
[edit] References
- ^ 1st Annual IAB Marketplace: Ad Networks & Xchanges, Event Recap, March 31, 2008
- ^ Ad Exhanges See a Premium Level Future, AdvertisingAge, April 14, 2008
- ^ Introducing the World of the Ad Exchange, iMediaConnection, April 15, 2008,
- ^ Getting to Know the Ad Exchanges, ClickZ, September 18, 2008
- ^ Microsoft purchased AdECN
- ^ Yahoo purchased RightMedia
- ^ acquired DoubleClick
- ^ [1]
