Ad Exchange

Ad inventory is the available opportunity to place advertising within a publisher, platform, app, stream, or physical environment. It can be sold directly, through private deals, or in an open auction. Its value depends on audience, context, format, viewability, supply quality, and demand. Connecting another ad exchange adds a path.

An ad exchange is a marketplace for buying and selling digital ad impressions through software. Advertisers reach it through a demand-side platform (DSP). Publishers offer supply through a supply-side platform (SSP) or the exchange itself. Real-time bidding (RTB) prices many of those impressions. It is not the only path, and