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Martech Landscape: What Is An Ad Exchange?

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 format can now be bought and sold on an exchange,

Nasdaq technology powers new ad exchange for guaranteed contracts

…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 space. Unlike the typical ad exchange that’s centered on real-time bidding, NYIAX is…

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

…Stock Market. NYIAX has added a user interface plus middleware that integrates with existing components of the ad tech ecosystem, like demand side platforms, ad exchanges, DMPs and ad servers. Through the exchange, the advertiser or agency can plan, transact and deliver the ads, or the publisher can…

AT&T buys ad exchange AppNexus

…Turner. AppNexus has described itself as the world’s largest ad marketplace, with about 34,000 publishers, more than 170,000 brands and a variety of tools for measuring and boosting ad performance. Like Verizon, which acquired advanced ad tech when it bought AOL and Yahoo, AT&T is addressing the…

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…

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

…future by every other exchange. But its new emphasis on people-based marketing could represent a milestone in the adoption of this ad targeting approach that emphasizes consistent consumer IDs across devices/channels and in physical environments. Some ad tech providers, like ad cloud Viant/DSP…

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