Ad Exchanges
Ad Exchanges are digital marketplaces that enable the real-time buying and selling of online advertising inventory between advertisers (or their demand-side platforms) and publishers (or their supply-side platforms). Operating much like a stock exchange, they facilitate open auctions where…
Key facts
- First appeared
- 2005
- Category
- technology
- Problem solved
- Ad Exchanges were created to solve the inefficiency and lack of transparency inherent in traditional ad buying methods, particularly the inability of publishers to efficiently monetize remnant inventory and advertisers' struggle to target specific audiences at scale with granular control. They introduced a real-time, auction-based mechanism for matching supply and demand.
- Platforms
- Proprietary backend systems, Cloud-based infrastructure (AWS, GCP, Azure), Web-based APIs
Related technologies
Notable users
- Trade Desk (via DSP)
- Advertisers (via DSPs)
- Xandr
- Publishers (via SSPs)
- Magnite
- MediaMath (via DSP)
- OpenX
- Index Exchange