||It has been suggested that real-time bidding be merged into this article. (Discuss) Proposed since October 2015.|
An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks. 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), and by advertising trade publications such as Advertising Age.
The major ad exchanges include:
- AdECN, 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.
- AOL's Marketplace.
- DoubleClick, was acquired by Google in 2008. DoubleClick Ad Exchange connects ad networks, agencies and third-party demand-side platforms with a vast global inventory in real time.
- Microsoft Ad Exchange,
- OpenX (company), a real time advertising technology company. The company has developed an integrated technology platform that combines ad server and a real-time bidding exchange with yield optimization for advertising and digital media companies.
- Rubicon Project Exchange.
- "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
- Microsoft purchased AdECN
- Marketplace - Display MP by AOL
- Microsoft Ad Exchange - Microsoft Advertising