Ad exchange
Ad exchanges are technology platforms that facilitate bided
buying and selling of online media advertising inventory from multiple ad
networks. 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 Advertising Age, iMediaConnection and ClickZ.
The major ad exchanges include AdECN, which is owned and was
purchased by Microsoft in August, 2007 but may have recently been closed down,
Right Media, which is owned and was purchased by Yahoo! in April 2007,
ContextWeb's Exchange, the leading independent exchange, DoubleClick Ad Exchange,
which is owned by DoubleClick, a Google subsidiary purchased in May 2007,
QZedia, Adkaw, Adbrite and Zinc Exchange, an exchange selling guaranteed
impression delivery on newspaper sites.
Ad exchanges can be useful to both buyers (advertisers and
agencies) and sellers (online publishers) because of the efficiencies they
provide.
Source: Wikipedia.org
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