An ad exchange, in online advertising, is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.[2] 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),[3] and by advertising trade publications.
Ad exchanges
[edit]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)
- 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 (formerly AOL, Brightroll, OATH and other entities rolled into the Yahoo brand)
See also
[edit]References
[edit]- ^ Diaz Ruiz, Carlos (2025-03-14). "The AdTech Ecosystem and Programmatic Advertising". Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media (1 ed.). London: Routledge. p. 134. doi:10.4324/9781003506676. ISBN 978-1-003-50667-6.
- ^ "How an ad is served with real-time bidding". Archived from the original on 2021-12-21 – via YouTube.
- ^ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 2018-07-20.