Infrastructure
Ad Exchange
An ad exchange is a technology marketplace where digital advertising inventory can be bought and sold programmatically. It connects demand sources such as DSPs with supply sources such as SSPs and publishers, often using real-time auctions.
Ad exchanges create a common transaction layer for buyers and sellers, making large-scale media trading faster, more measurable and more competitive than manual insertion-order workflows.
How it works
- A publisher or SSP makes an impression opportunity available.
- Eligible buyers receive auction information and submit bids.
- The exchange applies auction rules and selects an eligible winner.
- The winning creative is returned for rendering and measurement.
Also known as
advertising exchangeprogrammatic exchange
Frequently asked questions
Is an ad exchange the same as an ad network?
No. An ad exchange is primarily a transaction marketplace, while an ad network traditionally packages or resells inventory under its own commercial relationships.
Who uses an ad exchange?
Publishers, SSPs, DSPs, agencies, advertisers and other approved programmatic partners can participate depending on the exchange model.