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
The Interactive Advertising Bureau (IAB) is an American advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. The organization represents many of t ...
(IAB),
and by advertising trade publications.
Ad exchanges
Notable ad exchanges include:
*
AppLovin (which recently acquired
MoPub)
*
FreeWheel
image:Freewheel en.svg, Freewheel mechanism
In mechanical engineering, mechanical or automotive engineering, a freewheel or overrunning clutch is a device in a transmission (mechanics), transmission that disengages the driveshaft from the driv ...
(owned by
Comcast
Comcast Corporation, formerly known as Comcast Holdings,Before the AT&T Broadband, AT&T merger in 2001, the parent company was Comcast Holdings Corporation. Comcast Holdings Corporation now refers to a subsidiary of Comcast Corporation, not th ...
)
*
Google Ad Manager
Google Ad Manager is an ad management platform introduced by Google on June 27, 2018. for large publishers who have significant direct sales. It combines the features of two former services from Google's DoubleClick subsidiary
A subsidiary, sub ...
(also known as Google Authorized Buyers, formerly known as AdX, and now part of Google Ad Manager)
*
InMobi
*
Magnite Inc (formed by the combination of
Rubicon Project,
SpotX, and
Telaria)
*
OpenX (company)
*
Pubmatic
*
Smaato
*
Xandr (formerly AT&T AdWorks which bought
AppNexus, now owned by Microsoft)
*
Yahoo
Yahoo (, styled yahoo''!'' in its logo) is an American web portal that provides the search engine Yahoo Search and related services including My Yahoo, Yahoo Mail, Yahoo News, Yahoo Finance, Yahoo Sports, y!entertainment, yahoo!life, an ...
(formerly AOL,
Brightroll, OATH and other entities rolled into the Yahoo brand)
See also
*
Demand-side platform
*
Online advertising
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. ...
*
Supply-side platform
*
Header bidding
References
{{DEFAULTSORT:Ad Exchange
Online advertising