Advertisement Exchange
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An Advertisement Exchange is an online marketplace for online ads and online ad spots.
- Context:
- It can interface to a Supply-Side Advertising Platform.
- …
- Example(s):
- AdECN.
- RightMedia.
- DoubleClick.
- …
- Counter-Example(s):
- See: Interactive Advertising Bureau, Advertising Age, AppNexus.
References
2021
- (Wikipedia, 2021) ⇒ https://en.wikipedia.org/wiki/Supply-side_platform Retrieved:2021-2-18.
- … A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side. This system allows advertisers to put online advertising and DOOH advertising before a selected target audience. SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data. By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms. Often, real-time bidding (RTB) is used to complete DSP transactions. Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website, app, and DOOH owners). Supply-side platforms are often integrated into the structure of advertising and ad serving companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side).
- … A supply-side platform interfaces on the publisher side to advertising networks and exchanges, which in turn interface to demand-side platforms (DSP) on the advertiser side. This system allows advertisers to put online advertising and DOOH advertising before a selected target audience. SSPs send potential impressions into ad exchanges, where DSPs purchase them on marketers' behalf, depending on specific targeting attributes and audience data. By offering impressions to as many potential buyers as possible publishers can maximize the revenue. Therefore, SSPs are sometimes referred to as yield-optimization platforms. Often, real-time bidding (RTB) is used to complete DSP transactions. Unlike advertising networks that target buyers (advertisers), supply-side platforms provide services for publishers (website, app, and DOOH owners). Supply-side platforms are often integrated into the structure of advertising and ad serving companies, as well as ad exchanges that work with both publishers (supply side) and advertisers (demand side).
2015
- (Wikipedia, 2015) ⇒ http://en.wikipedia.org/wiki/ad_exchange Retrieved:2015-2-24.
- An ad exchange is a technology platform that facilitates the buying and selling of online media advertising inventory whose prices are determined through bidding 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), [1] and by advertising trade publications such as Advertising Age. [2] The major ad exchanges include:
- AdECN, [3] which is owned and was purchased by Microsoft in August, 2007 (Microsoft officially switched from AdECN to AppNexus for its real-time bidding needs- three years after it acquired it) This change finally retired the AdECN platform.
- RightMedia, [4] which is owned and was purchased by Yahoo! in April 2007;
- DoubleClick Ad Exchange, which is owned by DoubleClick, [5] a Google subsidiary purchased in May 2007;
- Second generation ad exchanges include OpenX and AppNexus.
Ad exchanges can be useful to both buyers (advertisers and agencies) and sellers (online publishers) because of the efficiencies they provide. [6]
- An ad exchange is a technology platform that facilitates the buying and selling of online media advertising inventory whose prices are determined through bidding 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), [1] and by advertising trade publications such as Advertising Age. [2] The major ad exchanges include:
2010
- (OpenX, 2010) ⇒ (July 2010). “Ad Networks vs. Ad Exchanges: How They Stack Up" OpenX whitepaper
- QUOTE: Ad exchanges address the above problems, removing complexity and inefficiency from the value chain, by auctioning each impression in “real-time”2 between multiple advertisers, and selling it to the highest paying advertiser. This simplifies the value chain by:
- Providing a single point of contact between publishers and ad buyers, so that advertisers can consolidate the number of places they buy across, and publishers the number of places they sell across.
- Making it easy for advertisers to compare which ad space to buy, by providing impression level data on the visitor and web page to the advertiser, and enabling buyers to modify their buying strategies based on real-time feedback.
- Ensuring that publishers maximize revenue, by using an auction mechanism to make sure that the highest paying advertiser buys every impression passed through the exchange.
- Making it easy to for both publishers and advertisers to deliver the campaigns sold, by delivering each impression as soon as it is sold. (Instead of selling in advance based on forecasts and then managing under- or over-selling.)
- QUOTE: Ad exchanges address the above problems, removing complexity and inefficiency from the value chain, by auctioning each impression in “real-time”2 between multiple advertisers, and selling it to the highest paying advertiser. This simplifies the value chain by: