Ad Exchanges
Ad Exchanges Were Created to Streamline Efficiencies Between Ad Networks, Publishers and Advertisers
Ad exchanges came about by a group of ad buyers from different ad networks getting together to build software that would alleviate a lot of the inefficiencies in their daily business practices.
They were packaging ad bundles, buying, over buying, selling and underselling packages to clients and interspersing remnant traffic between agencies anyway, only manually and inefficiently.
There is a lot of time and overhead in this process which was killing profit margins in an ever competitive market place.
They Built Software to Manage These Inter-Relationships and Solve These Recurring Problems
The ad exchange software facilitated one point of contact between advertisers, ad networks and publishers.
Advertisers were able to identify, value and buy impressions at market rates, in real time.
Ad exchanges meant a straight forward way of delivering ads in a way that would yield publishers real time market value for their inventory.
Ads can be delivered in real time, on demand, at a price the market place of advertisers are prepared to pay, no matter what revenue model, or through what network they are paying.
To publishers, ad exchanges meant optimum inventory, earning publishers optimum returns.
To ad networks, ad exchanges meant avoiding any advanced forecasting, under or overselling and for advertisers it meant transparency, knowing market values, thus an ability to plan development in a direction the market place was heading.
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