Ad exchange
An ad exchange, in online advertising, is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.[2] Prices for the inventory are determined through real-time bidding (RTB). The technology-driven method replaces the custom of negotiating prices on media inventory, a field beyond ad networks as defined by the Interactive Advertising Bureau (IAB),[3] and by advertising trade publications. Ad tech companies operate ad exchanges as online marketplaces that digitally connect demand-side (DSP) ad buyers to supply-side (SSP) publishers.[4]
History
[edit]Before exchanges, publishers sold leftover ad space through advertising networks. These networks aggregated inventory from many sites, but didn't offer real-time bidding. In the early 2000s, Brian O'Kelley created the first ad exchange at Right Media, known as the Right Media Exchange, which officially launched in 2005.[5] Right Media's ad exchange built algorithms for predicting, budgeting, and pacing, which enabled real-time bidding (RTB). Yahoo acquired Right Media in 2007,[6] for $680 million, then shuttered the programmatic advertising DSP in 2014.[7]
Around the same time, Jason Knapp and Fabrizio Blanco were also working on the concept of RTB at Strategic Data Corp.[8] Knapp filed a patent on their RTB technology in 2006.[9] In 2007, Google acquired DoubleClick and its ad exchange, AdX (now Google Ad Manager).[10]
Demand-side platforms were designed to help advertisers bid for digital ad space in real-time across multiple exchanges. Supply-side platforms allow publishers to manage inventory before adding it to exchanges.[11] During the mid 2020s, DSPs increasingly shifted from programmatic advertising to agentic commerce.[12]
Ad exchanges
[edit]Major ad exchanges include:
- Amazon DSP
- AppLovin
- Comcast FreeWheel
- Google Ad Manager, formerly AdX
- InMobi
- Magnite Inc
- Microsoft Advertising, (formerly Bing Ads; also acquired Xandr, formerly AppNexus)
- OpenX (company)
- PubMatic
- RTB House
- Verve Brand+ Marketplace (formerly Smaato)
- The Trade Desk
- Yahoo
See also
[edit]References
[edit]- ↑ Diaz Ruiz, Carlos (2025-03-14). "The AdTech Ecosystem and Programmatic Advertising". Market-Oriented Disinformation Research: Digital Advertising, Disinformation and Fake News on Social Media (1 ed.). London: Routledge. p. 134. doi:10.4324/9781003506676. ISBN 978-1-003-50667-6.
- ↑ "How an ad is served with real-time bidding". Archived from the original on 2021-12-21 – via YouTube.
- ↑ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 2018-07-20.
- ↑ editorial. "The Evolution of SSPs & DSPs: Are We Headed for a Converged Future? - ExchangeWire.com". Retrieved 2026-02-28.
- ↑ "Right Media Exchange: Leading Platform Talks Ad Trading, Liquidity, Global Reach And Brand Safety - ExchangeWire.com". www.exchangewire.com. Retrieved 2025-11-21.
- ↑ Cross-Kovoor, Tim (2018-06-07). "Who Invented What in Ad Tech? – Part One". VideoWeek. Retrieved 2026-03-01.
- ↑ Schiff, Allison (2015-01-09). "Yahoo Finally Pulls The Plug On Right Media Exchange". AdExchanger. Retrieved 2026-03-01.
- ↑ Cross-Kovoor, Tim (2018-06-07). "Who Invented What in Ad Tech? – Part One". VideoWeek. Retrieved 2025-11-21.
- ↑ US20080162329A1, Knapp, Jason J. A. & Blanco, Fabrizio, "Auction For Each Individual Ad Impression", issued 2008-07-03
- ↑ O'Reilly, Lara. "This leaked 2007 DoubleClick pitch deck is set to play a central role in Google's blockbuster adtech antitrust trial". Business Insider. Retrieved 2026-02-28.
- ↑ "FAQ on programmatic advertising: Keeping up with automated ad buying". EMARKETER. 2026-01-26. Retrieved 2026-03-01.
- ↑ "Top DSPs In 2026: Programmatic Trends & How To Stay Ahead | Adtelligent". 2026-02-05. Retrieved 2026-03-01.