Ad exchange

An ad exchange is a platform that automatically runs the buying and selling of media advertising impressions; the price of impressions is determined through automated bidding, between buyers (advertisers, media agencies...) who connect to ad exchanges via DSPs, and inventory sellers (publishers) who connect via SSPs.

Traditionally, what was sold in these “virtual auction rooms” was advertising space; however, today, one increasingly sells “ready-to-target” audiences instead of advertising space.

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