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An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.[1] Prices for the inventory are determined through real-time bidding (RTB). 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),[2] and by advertising trade publications.
Notable ad exchanges include:
- AppLovin (which recently acquired MoPub)
- FreeWheel (owned by Comcast)
- Google Ad Manager (also known as Google Authorized Buyers, formerly known as AdX, and now part of Google Ad Manager)
- InMobi
- Magnite Inc (formed by the combination of Rubicon Project, SpotX, and Telaria)
- OpenX (company)
- Pubmatic
- Smaato
- Xandr (formerly AT&T AdWorks which bought AppNexus, now owned by Microsoft)
- Yahoo (formerly AOL, Brightroll, OATH and other entities rolled into the Yahoo brand)
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