ad exchange

A technological platform that facilitates the buying and selling of (online) advertising space.

How does it work?
Just like at a stock exchange, the rates for the sold ad space is based on auctions. In the case of ad exchanges, though, other values are also included to find the best advertiser for the available ad space. That advertiser doesn’t always have to be the highest bidder.

SSPs (publishers/suppliers) and DSPs (advertisers/buyers) are linked to one or more ad exchanges and provide an interface where you can arrange your activities on the ad exchange.