An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.[1] Prices for the inventory are determined through bidding. 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),[2] and by advertising trade publications such as Advertising Age.[3]

Where an ad exchange fits in an online advertising system

The major ad exchanges include:

See alsoEdit


  1. ^ "How an ad is served with real-time bidding". Internet Advertising Bureau.
  2. ^ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 2018-07-20.
  3. ^ "Ad Exchanges See a Premium-Level Future". Retrieved 2018-07-20.
  4. ^ "Home | AppNexus". Retrieved 2018-07-20.
  5. ^ "Yahoo!". Retrieved 2018-07-20.
  6. ^ "Home | Index Exchange". Retrieved 2018-07-20.
  7. ^ "Yahoo!". Retrieved 2018-07-20.
  8. ^ "Advertise with search, display and more - Microsoft Advertising". Bing ads. Retrieved 2018-07-20.
  9. ^ "Ad Exchange AdECN Acquired By Microsoft | AdExchanger". AdExchanger. 2007-07-27. Retrieved 2018-07-20.
  10. ^ "Ad Exchange for Real Time Advertising - DoubleClick Ad Exchange". DoubleClick by Google. Retrieved 2018-07-20.