Ad exchange

An ad exchange, in online advertising, 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 technology-driven method replaces the custom of negotiating prices on media inventory, a field beyond ad networks as defined by the Interactive Advertising Bureau (IAB), and by advertising trade publications.

Ad tech companies operate ad exchanges as online marketplaces that digitally connect demand-side (DSP) ad buyers to supply-side (SSP) publishers.

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Source: Wikipedia · Image: Wikimedia Commons · CC BY 4.0

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