What is an Ad Exchange ?
Ad exchange is a term that defines platforms which enable the buying and selling of ad inventory (typically from advertising networks). The process of facilitating buying and selling is conducted through bidding and automatic ad placement for the highest bidders. An ad exchange is intended to make advertising open to everyone interested in advertising. Most marketers will buy directly via an ad exchange, whereas agencies will buy on behalf of their clients. Although it is less typical, an ad network may purchase straight through an ad exchange.
An ad exchange is essentially a large pool of ad impressions. Publishers put their ad impressions into the pool in the hope that someone will purchase them. Buyers then select which impressions to purchase using technologies such as demand-side platforms. These judgments are frequently made in real time based on data such as the prior behaviour of the person to whom an ad is being presented, time of day, device kind, ad location, and other factors.
Ad exchanges typically operate on the basis of real-time bidding (RTB), and ad inventory is bought and sold programmatically and instantly. Publishers can set rules for minimum bids and the type of ads they’re willing to host, while advertisers can use ad exchanges in combination with demand-side platforms to decide which publishers’ inventories offer the most impressions for their target audience.
It is an internet platform that publishers utilize to sell their ad space inventory. A virtual marketplace where publishers and advertisers swap digital ad inventory is known as an ad exchange. It functions as a digital marketplace for marketers by allowing them to bid on ad space. Marketers are depending on digital advertising to increase brand visibility more than ever before. However, for maximum engagement, digital adverts must be intelligently placed across the internet. An ad exchange is a platform where buyers and sellers may meet to trade digital ad inventory based on their needs.
Types of Ad Exchanges
There are 3 different types of ad exchanges: open auctions (also called public marketplaces or open ad exchanges), private marketplaces (private ad exchanges), and preferred deals. Each has a different type of access for publishers and advertisers, with preferred deal ad exchanges allowing certain advertisers to get the first look of a publisher’s inventory. When most people talk about ad exchanges, they probably mean an open ad exchange. An open ad exchange is exactly what it sounds like: an ad exchange that anybody may use. The inventory on the open exchange is available to any advertiser, agency, or ad network.
A private ad exchange is exactly what it sounds like: an exchange that only specified advertisers may access. A publisher may wish to control who may see their inventory (and hence which advertisers appear within their content), so they employ a private ad exchange rather than posting their inventory to an open ad exchange for anyone to view. A private ad exchange also prohibits an ad network from reselling inventory from a publisher. A preferred deal is reached between a publisher and an advertising. A predetermined fee, generally at a premium, is agreed upon in order for an advertiser to obtain a first peek at the inventory available from a publisher. If the advertiser does not want the inventory, it will be auctioned off in real time.
Publishers utilize another type of advertising technology known as a supply-side platform (SSP) to share the inventory they have available and the lowest price they are prepared to sell it for. The SSP merely connects to an advertising exchange, or, more commonly, numerous ad exchanges, so that their inventory is conveniently accessible. Advertisers utilize a demand-side platform (DSP) to input their campaign demands, from targeting parameters to bid price, to gain access to this inventory. The DSP also connects to the ad exchange, similar to a focused shopper at a market, seeking exclusively for things that match exactly what they are looking for.
The main benefit of ad exchanges for both publishers and advertisers is a more effective way to sell and purchase ad inventory. By removing the need for direct negotiation over the price and placement of ads, publishers can now earn more revenue and advertisers can host their campaigns instantly and affordably by viewing the price of impressions. In contrast to negotiating deals directly with single publishers, exchanges allow marketers to simply buy advertisements across a variety of sites at once.