Digital Advertising Exchange

A digital ad exchange is a real-time marketplace where publishers and advertisers transact ad inventory. Acting as a neutral intermediary, it connects demand-side platforms (DSPs) and supply-side platforms (SSPs) to facilitate automated bidding on ad impressions.

Example

Google Ad Exchange and OpenX are prominent platforms enabling real-time trading of ad inventory.   

Key functions:

• Real-time bidding (RTB): Allows advertisers to compete for ad impressions in milliseconds.   
• Automation: Streamlines the buying and selling process, increasing efficiency.   
• Transparency: Provides clear pricing and performance metrics to all participants.