26 September 2024
Last modified: 16 March, 2022
An ad exchange is a dynamic auction-based online marketplace where unsold ad inventory is bought and sold for a range of mediums, including video and display.
Publishers post their unsold inventory (ad impressions) via SSPs (supply-side platforms), and advertisers and agencies place real-time bids for this inventory, usually via DSPs (demand-side platforms). Ad exchanges can be open or private, allowing publishers to control access to their inventory.