Ad Exchange
An ad exchange is the marketplace where advertising impressions are auctioned between buyers and sellers in real time.
Why It Matters
The exchange sets the rules and takes a fee, and how much of each advertising pound survives the chain to reach the publisher is a long-running dispute.
Related Terms
- Programmatic AdvertisingProgrammatic advertising is the automated buying and selling of advertising space, with each impression auctioned in the moment a page loads.
- DSPA demand-side platform is the software advertisers use to buy impressions across many publishers, setting targeting rules and bids in one place.
- SSPA supply-side platform is the software publishers use to offer their advertising space to buyers and manage how it is sold.
- Ad InventoryAd inventory is the advertising space a publisher has to sell, counted in impressions across its pages and products.
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