Understanding the Value of Ad Exchanges

As the debate over the value of ad networks—third party services that sell ads in bundles on behalf of multiple online media clients—continues, the discussion of the value of ad exchanges for Web publishers also is being explored. Ad exchanges, where online ad space is bought and sold in an open marketplace, require more publisher involvement than ad networks, but offer the advantages of transparency, buyers’ bidding for available ad space and exposure to individual clients without having to prospect on a case-by-case basis.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in