AD Exchange

October 2016


AD Exchange



AD Exchange - Definition


An Ad Exchange is an online marketplace that facilitates interaction between vendors (web publishers, advertising agencies, advertising networks) and buyers (advertisers, media agencies, etc.).

Ad Exchange - Modus Operandi


The principle of operation is based on a real-time bidding mechanism (RTB - Real Time Bidding).
  • The vendors indicate the type of ads accepted, the selling price of advertising space (usually CPM or Cost Per Thousand impressions) and possibly a list of authorised / unauthorised advertisers.
  • Buyers indicate the target audience desired and the maximum amount they are willing to pay for the advertising space.
  • The Ad Exchange platform automatically manages the demands in exchange for a small fee.


There exists 2 types of Ad Exchange: Open Ad Exchange, allowing any publisher/advertiser to participate in the auction mechanism and Private Ad Exchange, where only a selection of advertisers and/or publishers are present.


Among the main AD Exchange services:
  • Google DoubleClick Ad Exchange.
  • Place Media.
  • Audience Square
  • Facebook Ad-Exchange
  • Hi-media AdExchange
  • Microsoft Ad-exchange

Related :

This document entitled « AD Exchange » from CCM (ccm.net) is made available under the Creative Commons license. You can copy, modify copies of this page, under the conditions stipulated by the license, as this note appears clearly.