A programmatic display-ad exchange
Build infrastructure that lets advertisers, ad networks, agencies, and publishers buy and sell display inventory programmatically in real time, including inventory that was previously unsold or directly sold through another arrangement.
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From Acquired — Google Part II: Alphabet (Audio) at 01:32:35
Problem: Traditional display advertising requires fragmented direct relationships and leaves some page views unsold. An exchange creates a common marketplace where multiple sources of demand can bid for each impression.
For: Publishers seeking to monetize inventory, advertisers seeking scalable display placements, ad networks, and agency trading desks.
Examples
- DoubleClick: evolved from an ad server and display-ad network into an ad exchange that helped create modern programmatic display advertising.
Behind this: 12 build steps · 3 tools and how each is used · how to validate demand · 1 more real example · 5 things the video never answers.
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