An ad exchange is a technology platform that facilitates the buying and selling of media

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 ...

from multiple

ad networks An online advertising network or ad network is a company that connects advertisers to websites that want to host advertisements. The key function of an ad network is an aggregation of ad supply from publishers and matching it with advertiser's d ...

. Prices for the inventory are determined through

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 ...

(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 Applovin Corporation, doing business as AppLovin, is a mobile technology company headquartered in Palo Alto, California. Founded in 2012, it operated in stealth mode until 2014. AppLovin enables developers of all sizes to market, monetize, analy ...

(which recently acquired

MoPub Applovin Corporation, doing business as AppLovin, is a mobile technology company headquartered in Palo Alto, California. Founded in 2012, it operated in stealth mode until 2014. AppLovin enables developers of all sizes to market, monetize, analy ...

) *

FreeWheel Freewheel mechanism In mechanical or automotive engineering, a freewheel or overrunning clutch is a device in a transmission that disengages the driveshaft from the driven shaft when the driven shaft rotates faster than the driveshaft. An ov ...

(owned by

Comcast Comcast Corporation (formerly known as American Cable Systems and Comcast Holdings),Before the AT&T merger in 2001, the parent company was Comcast Holdings Corporation. Comcast Holdings Corporation now refers to a subsidiary of Comcast Corpora ...

) *

Google Ad Manager Google Ad Manager is an ad exchange platform introduced by Google on June 27, 2018. It combines the features of two former services from Google's DoubleClick subsidiary, ''DoubleClick for Publishers'' (''DFP''; formerly known as ''DART for Publish ...

(also known as Google Authorized Buyers, formerly known as AdX, and now part of Google Ad Manager) * Index Exchange *

InMobi InMobi is an Indian multinational mobile advertising technology company, based in Bengaluru. Its mobile-first platform allows brands, developers and publishers to engage consumers through contextual mobile advertising. The company was found ...

Magnite Inc Magnite Inc. (formerly Rubicon Project) is an American online advertising technology firm based in Los Angeles, California. The company was formed following a merger between Rubicon Project and Telaria in 2020. History Rubicon Project was founde ...

(formed by the combination of

Rubicon Project Magnite Inc. (formerly Rubicon Project) is an American online advertising technology firm based in Los Angeles, California. The company was formed following a merger between Rubicon Project and Telaria in 2020. History Rubicon Project was founde ...

, SpotX, and Telaria) *

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, Tok ...

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 cont ...

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 ...

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 t ...

(formerly

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 ...

, now owned by Microsoft) *

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 ma ...

(formerly AOL,

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 Medi ...

, OATH and other entities rolled into the Yahoo brand)

References

{{DEFAULTSORT:Ad Exchange Online advertising

Ad exchanges

See also

References