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AT&T buys ad exchange AppNexus

Apparently, the recent Time-Warner acquisition left AT&T hungry for more. On Monday, the telecommunications giant announced it was buying programmatic ad marketplace AppNexus. “Ad tech unites real-time analytics and technology with our premium TV and video content,” AT&T Advertising and Analytics…

Martech Landscape: What Is An Ad Exchange?

Billions of dollars are transacted on digital ad exchanges annually. Ad exchanges make it possible for advertisers, agencies and ad networks (You can read more about ad networks here) to buy digital ads across a number of publisher sites in automated auctions. Just about every type of digital ad…

Nasdaq technology powers new ad exchange for guaranteed contracts

A new exchange for digital advertising that’s underpinned by financial trading technology launched Tuesday. The New York Interactive Advertising Exchange (NYIAX) is built on a Nasdaq technology framework and is designed to be the first exchange for trading guaranteed advertising contracts on future…

Ad Exchange bRealTime Launches Biddr+ for Header Bidding

bRealTime, a programmatic ad exchange for publishers, is today launching a header bidding service called Biddr+ to help manage multiple ad buyers. Header bidding is a way for websites to directly take bids from a number of advertisers simultaneously, without having to offer it first to one buyer and…

For emerging ad exchange NYIAX, it’s back to the future

There are a variety of ways to solve the ad tech transparency problem. But, for a new ad exchange, it comes down to combining an old solution with a new one. The exchange, called the New York Interactive Advertising Exchange or NYIAX, has been in a pilot phase since February and expects to be open…

OpenX becomes first major ad exchange to operate completely in the cloud

OpenX is moving its operations entirely into the Google Cloud, becoming the first major ad exchange to do so. The recently-announced five-year, $110 million partnership between OpenX and the Google Cloud Platform, OpenX CTO Paul Ryan told me, is the first step toward the exchange’s move this year…

Centro DSP Adds Video Inventory And Mobile Audience Data Integrations

…inventory suppliers include DoubleClick and Dailymotion exchanges and Facebook-owned LiveRail’s private exchange partners such as Microsoft AdExchange and Maker Studios. Centro partners with Pixelate to provide ad fraud monitoring. “Powerful cross-channel capabilities are now a ‘must-have’ for…

Google counters header bidding with exchange bidding for Dynamic Allocation

The DoubleCllck logo Google is upping its pushback against header bidding. Today, the tech giant announced on its DoubleClick Publisher Blog that it is testing exchange bidding in Dynamic Allocation, and it is making First Look available to all of its clients: Exchange bidding in Dynamic Allocation…

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