Ad Exchanges Are (not) All The Same
How Better Policed Exchanges Help Premium Publishers
Programmatic ad exchanges have become an increasingly powerful revenue generator for online publishers and advertisers, and their role in online advertising continues to grow. Trillions of transactions now take place in programmatic exchanges each year, with ad revenues exceeding $14 billion in 2015 and expected to reach $36 billion by 2019.
Exchanges create the most value when they pair premium buyers with high-quality ad inventory, bringing together both sides of the market in unique, instantaneous transactions. When exchanges function smoothly, the efficient matches that result benefit both buyers and sellers and provide relevant ads for the end user – all within milliseconds, billions of times every day.