Ad exchange

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An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory whose prices are determined through bidding 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 such as Advertising Age.[2]

The major ad exchanges include:

  • AdECN,[3] which is owned and was purchased by Microsoft in August, 2007 (Microsoft officially switched from AdECN to AppNexus for its real-time bidding needs- three years after it acquired it) This change finally retired the AdECN platform.
  • Rubicon Project Exchange, which is owned by Rubicon Project,

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