What is an Ad Exchange?
In considering the total digital landscape, there are many different platforms and entities to consider. Agencies and advertisers who represent brands sit at one end of the landscape. And websites, publishers, platforms and date providers sit at the other. In between these in the centre is that advertising exchange which handles all of the purchasing and selling of advertising space. Within this sits a number of different types of exchanges, Private and Open.
Private exchanges differ from one that is open by limiting which advertisers can show ads within their network. These generally come at a higher price as the audience can be more targeted, having come to expect a high-quality experience from the platform a website. A number of premium publishers have already moved to use a private exchange, including News Corp CBS and IDG.
In contrast to this and open Exchange has the greatest reach across the web and allows for brands to appear in a huge range of possible placements. They generally cheaper but quality control is more of a factor here, advertisers need to be across the targeting options in order to ensure high relevance for their brands. Although strict controls are in place, many billions of impressions come through exchanges every day through sites across the web, so there is always some small percentage of irrelevant or wastage included. But a good agency can minimise this.
Which Is the Best Ad Exchange? Looking at four examples:
1.DoubleClick Ad Exchange
As Google is so far reaching across the web it’s no surprise that its ad exchange is one of the largest. Alongside this sits it’s suite of advertising tools, such as Google AdWords, DoubleClick Bid Manager (A DSP), and many more. These have recently been rolled together into what’s known as Google Ads which handles the wide range of different functions within the landscape.
Another example of a large scale add exchange which has a focus on premium advertising placements. Generally it attracts largest scale brands, as the cost as the CPM can be high for smaller companies. Their rates can be anywhere from $0.20 for an international traffic CPM, and up to $1.00 for high quality tier traffic in the US.
Another huge advertising exchange, AppNexus represents one of the major players in this space, pushing ahead and competing in the technology side with DoubleClick. It has some advantage as an adopter of header bidding (advance bidding/pre-bidding), which increases the yield and decreases the speed of the bidding process
The Rubicon project exchange is another example with high quality inventory favoured internationally. The reach is around 1 billion impressions globally and has been known to be efficient for video header advertising.
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