Display space that’s unsold by networks networks is usually collected by an exchange, where it is auctioned off to the highest bidder among advertisers, networks and agencies. It’s a very simple way to sell ad space, and for advertisers to spend their advertisement budget on quality placements.
Benefits of selling to an exchange from a publisher’s perspective:
- Bargains. Selling inexpensive inventory to an exchange is not unlike shopping at an outlet store – you can find good stuff if you know where to look.
- Audiences. Exchanges let you sell to very specific audiences, especially when using real-time bidding technology.
Demand Side Platforms (DSPs)
DSPs give buyers direct RTB access to multiple sources of inventory. They typically streamline ad operations with applications that simplify workflow and reporting. These products are directed at agencies, agency holding companies and large advertisers (the buyers). The technology stack that powers an Ad Exchange can also provide the foundation for a DSP, thus there is a synergy for plays in both spaces.