SiriusDecisions Marketplace

Advertising: Ad Exchange

Advertising: Ad Exchange

Ad exchanges act as a marketplace where advertisers and publishers buy and sell advertising inventory programmatically. Publishers make their inventory available, and advertisers then bid for those ads, often in real time, based on how much an ad is worth to them. Demand-side platforms retrieve inventory from ad exchanges, and supply-side platforms set the price and type of audience for the inventory that resides on the ad exchange. Publishers can create their own private exchanges to control who can access certain inventory and at what price; however, they only allow their own premium ad inventory to be available for purchase. Show less...

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