In programmatic advertising, an Ad Exchange is a digital marketplace that enables advertisers and publishers to buy and sell ad inventory programmatically in real-time. Ad exchanges allow advertisers to bid on targeted ads shown to specific publishers and users, evaluating the value of the publisher and user to determine how much to pay for the ad. Ad exchanges use a real-time-bidding technology to run auctions, gathering ad networks, DSPs, publishers, and advertisers to sell inventory to the highest bidder on an impression-by-impression basis.
Definitions – Ad Exchange – 1 of 2
