Exchanges for ads had truly transformed the marketing world. It allowed the transition to a global marketplace for your audience, thus distancing your business from the ad model that is based on a network. The system utilizes the web of brokers where media is being traded openly. In a nutshell, this exchange is a centralized place in the digital world where buyers and sellers of ad spaces can trade, primarily in auctions that are conducted live. The transition to this model started a decade ago and it now dominates this segment of marketing.
- Ad exchanges are where publishers buy and sell advertising spaces, typically with real-time bidding.
- Good exchanges follow IAB standards, have strong anti-fraud capabilities, and use ID solutions.
- Private marketplaces were developed by big brands to avoid the fraud prevalent in the early public exchanges.
“Alas, ad exchanges faced problems of their own in vetting and filtering traffic, insomuch that the label ‘ad exchange’ became a reputation risk.”
Read more: https://learn.g2.com/ad-exchange