Ad exchange

Ad exchange

An ad exchange is a way of advertising on many advertising network at the same time to reach the largest audience. They give buyers (advertisers) more places to advertise on and the sellers (websites) a place to compete for advertiser revenue.

Ad exchanges offer a way for advertisers to reach more websites as well as manage campaigns to see which ads on which networks perform better. Ad exchanges are competing for the same business as ad networks. This explains why Yahoo purchased RightMedia [ [http://www.reuters.com/article/technologyNews/idUSN3037037520070430 Yahoo purchased RightMedia] ] and Google acquired DoubleClick [ [http://www.nytimes.com/2007/04/14/technology/14DoubleClick.html acquired DoubleClick] ] in 2007.

Ad exchanges are increasingly more useful to advertisers as some let you create your own ad network to attract advertisers looking for your particular website demographic. Big media is also trying to leverage the use of ad exchanges to appease advertisers who are looking beyond traditional media.

How Ad Exchanges work

An ad exchange is only as valuable as the websites it can place your ads on. Advertisers want to create and account with the ad exchange that can run ads on websites with visitors that would buy their products or services. The advertiser selects which types of websites or group of related websites they want and create a contextual advertising campaign or interactive web banner to attract website visitors. The ad exchange software provides the advertiser with one central control panel to track and adjust online advertising campaign ads and budget allocation.

ee also

*Online advertising
*Advertising network

References


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