Ad Exchanges
An ad exchange is an open-bid marketplace where premium publishers and ad networks sell their remnant and unsold inventory. Buying inventory from an ad exchange allows marketers to expand their reach beyond what ad networks can offer while still allowing them to buy ad space from multiple publishers through a single partner. Ad exchange inventory is sold at market price through an auction model, also known as real-time bidding (RTB).
Sample Ad Exchanges
Popular ad exchanges include, but are not limited to:
| THE RUBICON PROJECT | www.rubiconproject.com |
| SITESCOUT | www.sitescout.com |
| ADBRITE | www.adbrite.com |
| PUBMATIC | www.pubmatic.com |
| YAHOO! AD EXCHANGE | www.advertising.yahoo.com |
| DOUBLECLICK | www.google.com/doubleclick |
| MICROSOFT ADVERTISING | www.advertising.microsoft.com/exchange |
| OPENX | www.openx.com |
| SOVRN | www.lijit.com |
| APPNEXUS | www.appnexus.com |
| IMPROVE DIGITAL | www.improvedigital.com |
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