Ad exchange

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Ad exchanges are technology platforms for buying and selling online ad impressions, and represent a field beyond ad networks as defined by the Interactive Advertising Bureau (IAB),[1] and by advertising trade publications Advertising Age[2], iMediaConnection[3] and ClickZ[4].

The major ad exchanges are AdECN[5], which is owned and was purchased by Microsoft in August, 2007, Right Media[6], which is owned and was purchased by Yahoo! in April 2007, and DoubleClick Ad Exchange, which is owned by DoubleClick[7], a Google subsidiary purchased in May 2007.

Ad exchanges can be useful to both buyers (advertisers and agencies) and sellers (online publishers) because of the efficiencies they provide.

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