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 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
The major ad exchanges include:
- AOL's Marketplace[3] which operated under the "OATH" and "BrightRoll" brands.
- Index Exchange
- Microsoft Advertising
- MoPub
- OpenX (company)
- Pubmatic
- Rubicon Project
- Smaato
- The Trade Desk
- Verizon Media
- Xandr (formerly AppNexus[4])
See also
References
- ^ "How an ad is served with real-time bidding". Internet Advertising Bureau.
- ^ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 2018-07-20.
- ^ "Yahoo!". www.marketplacebyadtech.com. Retrieved 2018-07-20.
- ^ "Home | AppNexus". www.appnexus.com. Retrieved 2018-07-20.