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 Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via instantaneous programmatic auction An auction is usually a process of buying and selling goods or services by offering them u ...

(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 (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 Publi ...

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

Index Exchange Index (or its plural form indices) may refer to: Arts, entertainment, and media Fictional entities * Index (''A Certain Magical Index''), a character in the light novel series ''A Certain Magical Index'' * The Index, an item on a Halo megastru ...

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 (formed by the combination of Rubicon Project,

SpotX SpotX is a video advertising and monetization platform. Billions of video ad decisions are transacted through the SpotX platform daily, with ads delivered to over 70 million US households. The company is headquartered north of Denver, Colora ...

, and Telaria) * OpenX (company) * Pubmatic * Smaato * Xandr (formerly AppNexus, 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 Me ...

, OATH and other entities rolled into the Yahoo brand)

References

{{DEFAULTSORT:Ad Exchange Online advertising

Ad exchanges

See also

References