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Ad Exchange
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 (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) * 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 ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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 events in the third week of May. However, advertising space is increasingly being transacted algorithm In mathematics and computer science, an algorithm () is a finite sequence of Rigour#Mathematics, mathematically rigorous instructions, typically used to solve a class of specific Computational problem, problems or to perform a computation. Algo ...ically, such as with real-time bidding. Categories Media space is typically broken down into four categories, which can be purchased through a variety of sales channels. * Premium guaranteed * Audience targeted * Remnant * Sponsorships References {{reflist Advertising ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Supply-side Platform
A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue. Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space. A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side. This system allows advertisers to put online advertising and DOOH advertising before a selected target audience. SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data. By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms. Oft ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Online Advertising
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising. Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies that help generate and place the ad copy, an ad server which technologically delivers ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Demand-side Platform
A demand-side platform (DSP) is a concept that combines various software for advertisers (or advertising agencies) to automate the process of buying and selling ad impressions in real time. This platform provides digital advertising inventory with a dashboard, where the advertiser can manage their campaign by defining the target audience, bid amount, overall budgets, ad format, and other parameters, while getting feedback about ad impressions and audience behavior. Much like paid search, using DSPs allows users to optimize based on set key performance indicators such as effective cost per click (eCPC) and effective cost per action (eCPA). There are 2 types of DSPs: * Full-service is a hands-off management model from the agency-side, in which the planning, launch and optimization of an advertising campaign is carried out by account managers of the DSP platform. * Self-service, in contrast, is like full-service but the management is carried out by the agency or advertiser them ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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 Media, the parent company of Yahoo, in favor of Verizon Media Video SSP (re-brand of AOL's One Video Platform) after the company merged. Yahoo and AOL consolidated their ad platforms during 20172018 to phase out duplicate platforms. BrightRoll was founded in June 2006 by Tod Sacerdoti, who became the company's CEO, and Dru Nelson. Its headquarters were in San Francisco, California, with offices across the United States, Canada, and Europe Europe is a continent located entirely in the Northern Hemisphere and mostly in the Eastern Hemisphere. It is bordered by the Arctic Ocean to the north, the Atlantic Ocean to the west, the Mediterranean Sea to the south, and Asia to the east .... In November 2014, Yahoo! announced that it would acq ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Yahoo
Yahoo (, styled yahoo''!'' in its logo) is an American web portal that provides the search engine Yahoo Search and related services including My Yahoo, Yahoo Mail, Yahoo News, Yahoo Finance, Yahoo Sports, y!entertainment, yahoo!life, and its advertising platform, Yahoo Native. It is operated by the namesake company Yahoo! Inc., which is 90% owned by Apollo Global Management and 10% by Verizon. Yahoo was established by Jerry Yang and David Filo in January 1994 and was one of the pioneers of the early Internet era in the 1990s. However, its use declined in the 2010s as some of its services were discontinued, and it lost market share to Facebook and Google. Etymology The word "yahoo" is a backronym for " Yet Another Hierarchically Organized Oracle" or "Yet Another Hierarchical Officious Oracle". The term "hierarchical" described how the Yahoo database was arranged in layers of subcategories. The term "oracle" was intended to mean "source of truth and wisdom", and ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AppNexus
Xandr, formerly known as AppNexus, is an American multinational technology company operating a Cloud computing, cloud-based software platform that enables and optimizes programmatic online advertising. Headquartered in the Flatiron District of New York City, the company has 23 offices in North America, Latin America, Europe, Asia and Australia. AppNexus offers Online auction business model, online auction infrastructure and technology for data management, optimization, financial clearing and support for directly negotiated advertising campaigns. It has both demand-side platform (DSP), supply-side platform (SSP), and ad serving functionalities. It integrates with advertising sources including Google's "Authorized Buyers" ad exchange, Magnite_Inc, Magnite, Pubmatic and other aggregators. It operates out of multiple data centers, including one in Amsterdam serving Europe and the Middle East, in a facility shared with Equinix. In June 2018, AT&T announced it was acquiring the company ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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 they had agreed to sell Xandr (including AppNexus and Clypd) to Microsoft for an undisclosed price. The acquisition was completed in June 2022. History Following its June 2018 acquisition of AppNexus, Xandr was formed by AT&T to construct a national TV advertising marketplace. Xandr was launched on September 25, 2018, at its inaugural AT&T Relevance Conference, in Santa Barbara, California, and was named after its parent company founder, Alexander Graham Bell. In June 2019, Xandr rebranded its AppNexus DSP, launching Xandr Invest, to serve as its central ad-buying hub. On October 18, 2019, Xandr acquired Massachusetts-based Clypd, an audience-based sales platform for television advertising. On April 30, 2020, it was folded into WarnerMe ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Smaato
Smaato (now part of Verve Group) is a platform for digital advertising technology and advertisement serving. Smaato's self-serve omnichannel monetization solution allows publishers to manage their complete advertising stack in a single location. Monetization technology for advertising enables publishers to maintain free content. Overview Smaato was established in 2005 by Ragnar Kruse and Petra Vorsteher. Smaato gets its name from the Japanese word for "smart". The Empire State Building in New York City is home to Smaato's headquarters. Smaato has offices in Hamburg, Berlin, Amsterdam, Seoul, Pune, Istanbul, Madrid, and Beijing. The company has over 190 employees from more than 40 countries. History Smaato was established in 2005 and one year later introduced its mobile supply-side platform (SSP). In 2012, Smaato launched its real-time bidding ad exchange. Thereafter, the company's focus shifted towards mobile acquisition and expansion of its automation platform's self-service asp ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Pubmatic
PubMatic, Inc. develops and implements online advertising software and strategies for the digital publishing and advertising industry. PubMatic's sell-side, real-time programmatic ad transaction advertising software puts publishers of websites, videos, and mobile apps into contact with ad buyers by using automated systems, while allowing users to opt-out of having their personal information collected on internet searches. PubMatic has a number of offices in countries around the world. History PubMatic was founded in 2006 by brothers Rajeev Goel and Amar Goel, Anand Das and Mukul Kumar. PubMatic software was developed in Pune, India. In 2011 the company hired Steve Pantelick as CFO, and in 2012 PubMatic raised $45 million from investors. In 2014 PubMatic acquired mobile ad server Mocean Mobile, formerly knows as Mojiva, for $15.5 million. In 2015, PubMatic opened an office in Latin America. By 2016, the firm was operating by storing most of its data on OpenStack private cl ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
OpenX (company)
OpenX Technologies, Inc. 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, Tokyo, London, and Kraków. In September 2017, OpenX acquired two publisher tools, Mezzobit and PubNation. After laying off "around 100 employees" in December 2018, the following month OpenX announced plans to move all on-premises workloads fully into the Google Cloud Platform by Q2 2019. In May 2019, OpenX launched OpenAudience, a planning and targeting tool based on LiveRamp and Tapad data. In January 2020, OpenX announced that CEO and co-founder Tim Cadogan was leaving to become the CEO of GoFundMe and that President John Gentry would step into the CEO role. This was followed in April by another round of layoffs where 15% of the company was affected. In December 2021, the Federal Trade Commission The Federal Trade Commissio ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
