Ad exchange
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 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),[2] and by advertising trade publications such as Advertising Age.[3]
The major ad exchanges include:
- AppNexus.[4]
- AOL's Marketplace.[5]
- Index Exchange.[6]
- Microsoft Ad Exchange,[7]
- OpenX (company).
- Rubicon Project Exchange.
- Smaato.
- AdECN,[8] 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,[9] was acquired by Google in 2008.
See also
References
- ^ "How an ad is served with real-time bidding". Internet Advertising Bureau.
- ^ 1st Annual IAB Marketplace: Ad Networks & Xchanges, Event Recap, March 31, 2008
- ^ Ad Exchanges See a Premium Level Future, AdvertisingAge, April 14, 2008
- ^ AppNexus
- ^ Marketplace - Display MP by AOL
- ^ Index Exchange
- ^ Microsoft Ad Exchange - Microsoft Advertising
- ^ Microsoft purchased AdECN
- ^ [1]