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An ad exchange is a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks.〔(【引用サイトリンク】title=How an ad is served with real-time bidding )〕 Prices for the inventory are determined through bidding. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory. This represents a field beyond ad networks as defined by the Interactive Advertising Bureau (IAB),〔(1st Annual IAB Marketplace: Ad Networks & Xchanges, Event Recap, March 31, 2008 )〕 and by advertising trade publications such as Advertising Age.〔(Ad Exchanges See a Premium Level Future, AdvertisingAge, April 14, 2008 )〕 The major ad exchanges include: * DoubleClick, 〔 ()〕 was acquired by Google in 2008. DoubleClick Ad Exchange connects ad networks, agencies and third-party demand-side platforms with a vast global inventory in real time. * AdECN,〔(Microsoft purchased AdECN )〕 which is owned and was purchased by Microsoft in August, 2007 (Microsoft officially switched from AdECN to AppNexus for its real-time bidding needs — three years after it acquired it). This change finally retired the AdECN platform. * Rubicon Project Exchange, which is owned by Rubicon Project. * Open X OpenX is a real time advertising technology company. The company has developed an integrated technology platform that combines ad server and a real-time bidding exchange with yield optimization for advertising and digital media companies Open X. ==See also== *Online advertising *Advertising network *Real-time bidding *Demand-side platform 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Ad exchange」の詳細全文を読む スポンサード リンク
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