Ad exchange

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Where an ad exchange fits in an online advertising system
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]

The major ad exchanges include:

  • AppNexus.[4]
  • AdECN,[5] 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.[6]
  • DoubleClick,[7] 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,[8]
  • 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.

See also[edit]