Browse Definitions :
Definition

ad exchange

Contributor(s): Ivy Wigmore

An ad exchange is a software-based automated marketplace that allows publishers to sell their ad inventory and advertisers to bid on and purchase the inventory in real time. The system accesses preestablished criteria to enable transactions and ad placement through real-time bidding (RTB) and programmatic advertising.

When a site user navigates to a web page with available ad space, the page’s code sends a request to the ad exchange. In turn, the ad exchange requests bids for the associated impression from demand-side platforms (DSP) and passes along the publisher’s IP address or other identifier for consideration.

The DSP uses algorithms to find suitable matches between advertisers and publishers. Once a publisher has been selected, the DSP sends a bid for the impression, including an amount and the advertiser data. The ad exchange selects the highest bid from all DSPs that submitted bids, and the winning ad is placed. All of those processes are conducted within the time it takes for the user's requested page to load.

Ad exchanges include AppNexus, Google’s DoubleClick, Microsoft Media Network and OpenX.

This was last updated in February 2017

Continue Reading About ad exchange

Start the conversation

Send me notifications when other members comment.

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

SearchCompliance

  • risk management

    Risk management is the process of identifying, assessing and controlling threats to an organization's capital and earnings.

  • compliance as a service (CaaS)

    Compliance as a Service (CaaS) is a cloud service service level agreement (SLA) that specified how a managed service provider (...

  • data protection impact assessment (DPIA)

    A data protection impact assessment (DPIA) is a process designed to help organizations determine how data processing systems, ...

SearchSecurity

  • cybersecurity insurance (cybersecurity liability insurance)

    Cybersecurity insurance, also called cyber liability insurance or cyber insurance, is a contract that an entity can purchase to ...

  • phishing

    Phishing is a form of fraud in which an attacker masquerades as a reputable entity or person in email or other communication ...

  • cybercrime

    Cybercrime is any criminal activity that involves a computer, networked device or a network.

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • disaster recovery team

    A disaster recovery team is a group of individuals focused on planning, implementing, maintaining, auditing and testing an ...

  • cloud insurance

    Cloud insurance is any type of financial or data protection obtained by a cloud service provider. 

SearchStorage

  • NVMe over Fabrics (NVMe-oF)

    NVMe over Fabrics, also known as NVMe-oF and non-volatile memory express over fabrics, is a protocol specification designed to ...

  • logical unit number (LUN)

    A logical unit number (LUN) is a unique identifier for designating an individual or collection of physical or virtual storage ...

  • CIFS (Common Internet File System)

    CIFS (Common Internet File System) is a protocol that gained popularity around the year 2000, as vendors worked to establish an ...

Close