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What is Ad Exchanges

Chapter 91

Encyclopedia of E-Commerce Development, Implementation, and Management

A technology platform that functions as an ad impression marketplace to facilitate the purchase of online digital advertising inventory on the basis of highest bid placed on the ad space. Some examples of Ad Exchange operators are AdX , Yahoo Ad Exchanges , and Google’s DoubleClick Ad Exchange .

Published in Chapter:

Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice

Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (Kainan University, Taiwan)

Source Title: Encyclopedia of E-Commerce Development, Implementation, and Management

DOI: 10.4018/978-1-4666-9787-4.ch091

Full Text Chapter Download: US $37.50 Add to Cart

What is Ad Exchanges

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