ad exchange
{{Short description|Technology platform for buying and selling of advertising}}
{{main | Online advertising }}
An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.{{cite web |
url=https://www.youtube.com/watch?v=-Glgi9RRuJs |archive-url=https://ghostarchive.org/varchive/youtube/20211221/-Glgi9RRuJs |archive-date=2021-12-21 |url-status=live|title=How an ad is served with real-time bidding |via=YouTube}}{{cbignore}} 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),{{Cite web|url=http://www.iab.net/events_training/242821|title=IAB|website=IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy|language=en-US|access-date=2018-07-20}} 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)
- 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)