{"id":7002,"date":"2018-08-03T12:22:29","date_gmt":"2018-08-03T19:22:29","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=7002"},"modified":"2020-09-04T12:18:14","modified_gmt":"2020-09-04T17:18:14","slug":"what-is-an-ad-exchange","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/","title":{"rendered":"What Is An Ad Exchange?"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">What Is An Ad Exchange?<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Brad Hagmann<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2018-08-03T12:22:29-05:00\">August 3, 2018<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">If you\u2019ve ever been in contact with Mediavine via our amazing <a href=\"https:\/\/www.mediavine.com\/google-certified-publishing-partner-survey-results\/\" target=\"_blank\" rel=\"noopener noreferrer\">support channels<\/a>, <a href=\"https:\/\/www.mediavine.com\/an-in-depth-interview-with-2018-mediavine-publishers-conference-organizer-megan-myers\/\" target=\"_blank\" rel=\"noopener noreferrer\">conference events<\/a>, or elsewhere, you\u2019ve likely heard us reference ad exchanges.\n\nAd exchanges are the driving force behind programmatic advertising, the engine through which inventory is bought and sold. Whether you\u2019re using <a href=\"https:\/\/www.mediavine.com\/mediavine-vs-adsense-a-world-of-difference\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google AdSense or Mediavine<\/a>, or other ad management solutions, your inventory is bought and sold via an ad exchange.\n<h3>What is an ad exchange?<\/h3>\nThe short version: An ad exchange is a digital marketplace in which publishers connect with buyers looking for a specific audience. Put another way, through an ad exchange, publishers can market their available mobile, desktop, and\/or video inventory to the ideal buyers.\n\nIn today\u2019s marketplace, these transactions are made almost exclusively through real time auctions. Major players in the ad exchange space include Google AdExchange, Index Exchange, Rubicon, Triplelift, OpenX, and Oath (formerly known as AOL).\n\nCatch our <a href=\"https:\/\/www.youtube.com\/playlist?list=PLVy2vgUysJwumE-KGgPaGZMCg69Bxjtbo\">Go For Teal video series<\/a> on how we work with ad exchanges:\n<div class=\"video-responsive\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/Mziv_DUsnTA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<h3>How does an ad exchange simplify things?<\/h3>\nI\u2019ve been in Ad Operations since 2006, a lifetime ago in this industry. Back then, ad space was primarily sold through direct deals &#8211; actual salespeople reaching out to actual advertisers in order to fill available ad impressions. Once a deal was struck, a \u201cRequest for Proposal\u201d (RFP) had to be drawn up, followed by negotiations of terms, and finally an \u201cInsertion Order\u201d (IO).\n\nWith the IO in hand, an ad trafficker would manually input the details of the ad campaign into the ad server, and once live, would need to pull and send reports, watching daily to be sure that the campaign was on pace to deliver in full. If not, adjustments would be made to ensure that the publisher would not forego the earnings of any undelivered inventory.\n\nSuffice it to say, completing any deal was labor intensive. Now imagine this process on a huge site with 100+ ad campaigns running at the same time, across different time zones, targeting various demographics, and in wide-ranging locations.\n\nAd exchanges have drastically streamlined the sales process. Nowadays, a publisher lists its available inventory on an ad exchange through an <a href=\"https:\/\/www.mediavine.com\/what-is-an-ssp\/\" target=\"_blank\" rel=\"noopener noreferrer\">Supply Side Platform (SSP)<\/a>. By creating a single ad unit with an SSP, the publisher receives a \u201cseat\u201d on, and can be listed in, any ad exchanges that work with that SSP.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4952 size-large\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/what-is-an-ssp-818x460.png\" alt=\"What is an SSP infographic.\" width=\"818\" height=\"460\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/what-is-an-ssp-818x460.png 818w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/what-is-an-ssp-441x248.png 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/what-is-an-ssp-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/02\/what-is-an-ssp.png 1920w\" sizes=\"auto, (max-width: 818px) 100vw, 818px\" \/>\n\nMediavine helps publishers accomplish this on a very large scale. Mediavine publishers group their ad inventory within our massive pools of similar inventory, and through our seat at each exchange, market their available advertising inventory to the advertiser.\n\nAs for the advertisers whose products, brands and services are offered to publishers on the ad exchanges? They can be as small as a mom-and-pop shop down the street from you, or as large as the biggest corporations listed on Wall Street.\n\nBy pooling together many different sites with similar ad inventory, Mediavine\u2019s seat on the ad exchanges increases in value, making us a one-stop shop for relevant advertisers.\n\nThis strength in numbers, along with our innovative technology, is a big reason why Mediavine is for <a href=\"https:\/\/www.mediavine.com\/mediavine-big-bloggers\/\" target=\"_blank\" rel=\"noopener noreferrer\">big bloggers, medium-sized and smaller publishers alike<\/a>.\n\nMediavine has close relationships with many different ad exchanges, all of which compete for ad impressions on every page load in a real time auction. This competition between exchanges means that the user sees the most relevant ad, and the publisher gets paid top dollar for it.\n\nIncredibly, this all takes place within fractions of a second &#8211; a far cry from 2006!\n<h3>What if an advertiser is still looking for more personalized service?<\/h3>\nFor those seeking more control and personalization of a particular campaign, advertisers and publishers can still work together using \u201cPrivate Marketplace\u201d deals.\nBy default, publishers\u2019 ads are listed in what is called the \u201copen\u201d marketplace. This means any advertiser on the exchange can view and buy that inventory.\n\nIn a Private Marketplace (PMP) setting, a specific buyer can work with a publisher to target exactly the audience that the advertiser is seeking to reach, usually resulting in an increased return on investment. This is precisely what the Mediavine sales team is doing each day on behalf of every publisher we proudly represent.\n\n<em>Billions of ads find their way from advertisers to publishers every day.<\/em>\n\nAs an exclusive representative for 3,500 publishers and counting, Mediavine remains on the leading edge of ad exchange technology, always ensuring that the right advertiser finds the perfect publisher, and at the best possible rate.<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/5dc89811c27bc836a11732eec5d16df89a52d59fc99df4b959d6334d72869df9?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/5dc89811c27bc836a11732eec5d16df89a52d59fc99df4b959d6334d72869df9?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/brad\/\" target=\"_self\">Brad Hagmann<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this 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9.737625 8.3065 9.515625 7.8125 C 9.328625 7.3975 9.131125 7.3878594 8.953125 7.3808594 C 8.808125 7.3748594 8.6425625 7.375 8.4765625 7.375 z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, 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If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. 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For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. 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As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 If you\u2019ve ever been in contact with Mediavine via our amazing support channels, conference events, or elsewhere, you\u2019ve likely heard us reference ad exchanges. Ad exchanges are the driving force behind programmatic advertising, the engine through which inventory is bought and sold. Whether you\u2019re using Google AdSense or Mediavine, or other&#8230;<\/p>\n","protected":false},"author":44454,"featured_media":21684,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-7002","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Is An Ad Exchange? - Mediavine<\/title>\n<meta name=\"description\" content=\"Ad exchanges are the driving force behind programmatic advertising, the engine through which inventory is bought and sold.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is An Ad Exchange?\" \/>\n<meta property=\"og:description\" content=\"Ad exchanges are the driving force behind programmatic advertising, the engine through which inventory is bought and sold.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-08-03T19:22:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-04T17:18:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/08\/Mediavine-Blog-Graphics-6-21.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Brad Hagmann\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brad Hagmann\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/\"},\"author\":{\"name\":\"Brad Hagmann\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/e2f424fb3745b5aeec4851a43ad99807\"},\"headline\":\"What Is An Ad Exchange?\",\"datePublished\":\"2018-08-03T19:22:29+00:00\",\"dateModified\":\"2020-09-04T17:18:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/\"},\"wordCount\":760,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-06.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/what-is-an-ad-exchange\/\",\"name\":\"What Is An Ad Exchange? 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