Ad exchange

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Main article: Online advertising

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]

Where an ad exchange fits in an online advertising system

The major ad exchanges include:

See also[edit]