Ad tech is an extremely dynamic business that keeps on evolving with new technologies and ad formats jumping into the fray every other day. While ad networks operated the entire ad tech industry some years back, the advent of programmatic advertising and ad exchanges has somewhat changed the scenario.
Programmatic advertising is a technology in which the process of selling and buying of desktop display, video, FBX, and mobile ads is streamlined by automation using real-time-bidding, and thus removing human intermediaries from the process.
Now, ad exchanges are the platforms that drive programmatic advertising. An ad exchange is a digital pool of ad impressions that publishers and advertisers use to sell and buy ads respectively, through real-time bidding. Demand-side Platform (DSP) and Supply-side Platform (SSP) are two softwares used by marketers and publishers respectively to sell or buy ads. Publishers make the ad impressions available through ad exchanges and DSPs automatically decide which impressions an advertiser should buy, depending on certain attributes such as where they’re served, and which specific users they’re being served to. An SSP is a software used by publishers to sell ads by connecting their inventories to multiple ad excha
nges. Through real-time auctions, the highest bidding advertiser wins the impression.
Advertisers prefer ad exchanges as they can buy ads from a range of publisher sites at once, as and when needed, and the entire process is very transparent. RTB marketplaces differ from ad networks in that advertisers bid on inventory directly from each publisher, without a third party managing their campaign for them. Similarly for publishers, with the option of setting price floors, ad exchanges ensure that the RPM will never go below a certain point.
So, ad exchanges make the process of digital advertising easier for both publishers and advertisers. In this article, we are going to list the top 10 ad exchanges that are favoured by all publishers.
Top 7 Ad Exchanges for Publishers
DoubleClick Ad Exchange
DoubleClick Ad Exchange is one of the best and one of the largest ad exchanges in the world. It is a global ad marketplace for ad networks, agencies and third-party technology providers. Interesting features of AdX include a dynamic price floor, which automatically adjusts the price floor for ad inventory based on demand from buyers, and more than 40 unique data signals for advertisers.
OpenX is a large, highly powerful ad exchange that is favoured by all premium publishers for its highest-quality and independently-rated inventory. OpenX has a variety of premium advertisers and established brands willing to pay top dollar to reach high-quality audiences.
Its open, unified, and powerful programmatic platform empowers customers to more effectively buy and sell media, allowing them to innovate, differentiate, and transform their businesses. As the world’s largest independent ad tech company, AppNexus is led by the pioneers of the web’s original ad exchanges.
One by AOL
One by AOL is a real-time bidding ad exchange that lets publishers access a huge collection of leading brands and advertisers to monetize their content. With transparent reporting and controls for publishers, AOL is a good option for mobile publishers that want to attract brands and established advertisers.
Smaato is the world’s largest independent mobile ad marketplace, with over 260 demand-side platforms and 190+ integrated ad networks in addition to its private ad marketplace. Publishers have full control over monetization, with minimum pricing options and built-in optimization.One of Smaato’s biggest benefits for publishers is that it works extensively to optimize for the highest possible RPMs.
Rubicon Project Exchange
Rubicon Project Exchange started as an SSP with the purpose of yield optimization, but once they had enough inventory, they migrated to being an ad exchange. Rubicon Project Exchange has high-quality inventory and is favoured by publishers the world over.
Built specifically for mobile publishers, MoPub is the world’s leading ad exchange for mobile application publishers, designed to drive the highest level of ad revenue. The MoPub Marketplace calls itself the “largest RTB exchange for mobile apps” and is built to help publishers easily manage their mobile ad inventory. Using MoPub, publishers can identify top-performing sources of demand in a variety of OSes and countries. MoPub also lets publishers transparently see which advertisement is winning each auction, giving them a direct look at the ad creatives displayed within their apps.