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Ad Exchange
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 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), and by advertising trade publications. Ad exchanges Notable ad exchanges include: * AppLovin (which recently acquired MoPub) * FreeWheel (owned by Comcast) * Google Ad Manager (also known as Google Authorized Buyers, formerly known as AdX, and now part of Google Ad Manager) * Index Exchange * InMobi * Magnite Inc (formed by the combination of Rubicon Project, SpotX, and Telaria) * OpenX (company) * Pubmatic * Smaato * Xandr (formerly AppNexus, now owned by Microsoft) * Yahoo (formerly AOL, Brightroll, OATH and other entities rolled into the Yahoo brand) See also ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising Inventory
Advertising inventory or media inventory is the space available in the media, advertising, and marketing industries to advertisers on newspapers, magazines, and digital platforms. History Traditionally advertising inventory was sold during upfront events in the third week of May. However, advertising space is increasingly being transacted algorithmically, such as real-time bidding Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per- impression basis, via instantaneous programmatic auction, similar to financial markets. With real-time bidding, advertising buyers bid on an impression a .... Categories Media space is typically broken down into four categories, which can be purchased through a variety of sales channels. * Premium guaranteed * Audience targeted * Remnant * Sponsorships References {{reflist External linksSEO For Lawyers Advertising ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Supply-side Platform
A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue. Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space. A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side. This system allows advertisers to put online advertising and DOOH advertising before a selected target audience. SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data. By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms. Ofte ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Online Advertising
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising. Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically deliver ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Demand-side Platform
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as Pay per click, effective cost per click (eCPC), and Cost per action, effective cost per action (eCPA). The functionality of the DSP often depends on the format of the media. For example, DSPs that advertise online can see how people behave after viewing an ad, whereas this is not be possible in outdoor advertising or television and radio, where the advertising constitutes a one-to-many approach. DSPs incorporate many of the facets previously offered by advertising ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brightroll
BrightRoll was a programmatic video advertising platform that was acquired by Yahoo!. BrightRoll's video platform became Yahoo's primary video advertising marketplace and demand-side platform. The BrightRoll brand was discontinued by Verizon Media the parent company of Yahoo in favor of Verizon Media Video SSP (re-brand of AOL's One Video Platform) after the company merged. Yahoo and AOL and consolidated the Ad platforms during 2017-2018 to phase out duplicate platforms. BrightRoll was founded in June 2006 by Tod Sacerdoti, the company's CEO, and Dru Nelson. Its headquarters were in San Francisco, California, with offices across the United States, Canada, and Europe. In November 2014, Yahoo! announced that it would acquire BrightRoll for $640 million. Funding BrightRoll raised $36 million in capital, with the last round of funding closing in November 2011. Principal investors include Dave Welsh, Adams Street Partners, Rob Theis, Scale Venture Partners, Evangelos Simoudis, Tr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Yahoo
Yahoo! (, styled yahoo''!'' in its logo) is an American web services provider. It is headquartered in Sunnyvale, California and operated by the namesake company Yahoo! Inc. (2017–present), Yahoo Inc., which is 90% owned by investment funds managed by Apollo Global Management and 10% by Verizon Communications. It provides a web portal, search engine Yahoo! Search, Yahoo Search, and related services, including My Yahoo!, Yahoo! Mail, Yahoo Mail, Yahoo! News, Yahoo News, Yahoo! Finance, Yahoo Finance, Yahoo! Sports, Yahoo Sports and its advertising platform, Yahoo! Native. Yahoo was established by Jerry Yang and David Filo in January 1994 and was one of the pioneers of the early Internet era in the 1990s. However, usage declined in the late 2000s as some services discontinued and it lost market share to Facebook and Google. History Founding In January 1994, Yang and Filo were electrical engineering graduate students at Stanford University, when they created a website named ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AppNexus
Xandr, formerly known as AppNexus, is an American multinational technology company operating a cloud-based software platform that enables and optimizes programmatic online advertising. Headquartered in the Flatiron District of New York City, the company has 23 offices in North America, Latin America, Europe, Asia and Australia. AppNexus offers online auction infrastructure and technology for data management, optimization, financial clearing and support for directly negotiated advertising campaigns. It has both demand-side platform (DSP), supply-side platform (SSP), and ad serving functionalities. It integrates with advertising sources including Google's "Authorized Buyers" ad exchange, Magnite, Pubmatic and other aggregators. It operates out of multiple data centers, including one in Amsterdam serving Europe and the Middle East, in a facility shared with Equinix. In 2016, AppNexus was ranked #21 on ''Forbes'' Magazine's "The Cloud 100" list. In June 2018, AT&T announced it was ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Xandr
Xandr, Inc. (pronounced "Zander") is the advertising and analytics subsidiary of Microsoft, which operates an online platform, ''Community'', for buying and selling consumer-centric digital advertising. In December 2021, AT&T announced that they had agreed to sell Xandr (including AppNexus and Clypd) to Microsoft for an undisclosed price. The acquisition was completed in June 2022. History Following its June 2018 acquisition of AppNexus, Xandr was formed by AT&T to construct a national TV advertising marketplace. Xandr was launched, on September 25, 2018, at its inaugural AT&T Relevance Conference, in Santa Barbara, California, and was named after its parent company founder, Alexander Graham Bell. In June 2019, Xandr rebranded its AppNexus DSP, launching Xandr Invest, to serve as its central ad-buying hub. On October 18, 2019, Xandr acquired Massachusetts-based Clypd, an audience-based sales platform for television advertising. On April 30, 2020, it was folded into WarnerMe ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Smaato
Smaato is a digital ad tech platform and ad server. Smaato's self-serve omnichannel monetization solution gives publishers the ability to manage their entire ad stack in one place. Ad monetization technology lets publishers keep their content free for users. The company was founded in 2005 by Ragnar Kruse and Petra Vorsteher. The name Smaato comes from the Japanese word for "smart." Smaato is headquartered in San Francisco, California. There are additional offices in New York, Hamburg, Berlin, Singapore, and Shanghai, with over 190 employees from more than 40 different countries. History Founded in 2005, Smaato launched its mobile supply-side platform (SSP) a year after the company was formed. In 2012, Smaato launched its real-time bidding ad exchange. After, the company focused on mobile acquisition and building out the self-service side of its automation platform. In 2015, the company released a full-featured publisher ad server, the Smaato Publisher Platform (SPX). The plat ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Pubmatic
PubMatic, Inc. is a company that develops and implements online advertising software and strategies for the digital publishing and advertising industry. PubMatic's advertising software puts publishers of websites, videos, and mobile apps into contact with ad buyers by using automated systems, while allowing users to opt-out of having their personal information collected on internet searches. PubMatic has a number of offices in countries around the world. History PubMatic was founded in 2006 by Rajeev and Amar Goel with Anand Das and Mukul Kumar. The PubMatic software was developed in Pune, India. In 2011 the company hired Steve Pantelick as CFO, and in 2012 PubMatic raised $45 million from investors. In 2014 PubMatic acquired mobile ad server Mocean Mobile, formerly knows as Mojiva, for $15.5 million. In 2015, PubMatic opened an office in Latin America. By 2016, the firm was operating by storing most of its data on OpenStack private cloud servers. In January 2020, PubMatic la ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
OpenX (company)
OpenX Software Ltd. is a programmatic advertising technology company founded in 2008. It has raised over $75 million from Accel, Index, Samsung, Dentsu, Mangrove Capital and others. Background OpenX has offices in Pasadena (HQ), New York, Tokyo, London, and Kraków. In September 2017, OpenX acquired two publisher tools, Mezzobit and PubNation. After laying off "around 100 employees" in December 2018, the following month OpenX announced plans to move all on-premises workloads fully into the Google Cloud Platform by Q2 2019. In May 2019, OpenX launched OpenAudience, a planning and targeting tool based on LiveRamp and Tapad data. In January 2020, OpenX announced that CEO and co-founder Tim Cadogan was leaving to become the CEO of GoFundMe GoFundMe is an American for-profit crowdfunding platform that allows people to raise money for events ranging from life events such as celebrations and graduations to challenging circumstances like accidents and illnesses. From 2010 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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