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 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), and by advertising trade publications such as Advertising Age.
The major ad exchanges include:
- AOL's Marketplace.
- Microsoft Ad Exchange,
- OpenX (company).
- Rubicon Project Exchange.
- AdECN, which is owned and was purchased by Microsoft in August, 2007; Microsoft switched from AdECN to AppNexus three years later, retiring the AdECN platform.
- DoubleClick, was acquired by Google in 2008.
- "How an ad is served with real-time bidding". Internet Advertising Bureau.
- "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 2018-07-20.
- "Ad Exchanges See a Premium-Level Future". Retrieved 2018-07-20.
- "Home | AppNexus". www.appnexus.com. Retrieved 2018-07-20.
- "Yahoo!". www.marketplacebyadtech.com. Retrieved 2018-07-20.
- "Advertise with search, display and more - Microsoft Advertising". Bing ads. Retrieved 2018-07-20.
- "Ad Exchange AdECN Acquired By Microsoft | AdExchanger". AdExchanger. 2007-07-27. Retrieved 2018-07-20.
- "Ad Exchange for Real Time Advertising - DoubleClick Ad Exchange". DoubleClick by Google. Retrieved 2018-07-20.