An ad exchange is a lot like a stock exchange. It’s a virtual place where lots of publishers and advertisers all come together to buy and sell digital ads except it’s based on technology that allows both advertisers and publishers to put in bids/asks for the inventory they’re buying and selling. As a result, advertisers get more reach and efficiency and publishers can sell all that left over inventory that they didn’t sell through other means like direct buys.
Top ad exchanges you may have heard of:
- DoubleClick (Google)
- Right Media (Yahoo!)
ives.com/adblog/media-technolo gy/are-ad-exchanges-and-real-t ime-bidding-the-next-big-thing /