Talk:Ad exchange

Question

Shouldn't DoubleClick ad Exchange (AdX) have its own page linked from this one. The other Ad Exchanges have their own page where as the AdX one links to the Doubleclick company page rather than one about the exchange. Matbennett (talk) 23:46, 10 December 2014 (UTC)

Per jamie's suggestion, I would like to discuss adding Microsoft's purchase of AdECN, an online ad exchange as seminal moment for ad exchanges and thus worthy of inclusion in the reflist. Further proof on notability has been requested after I added a link.

My ultimate argument is that as part of the big 3 of online advertising (Google, Yahoo and Microsoft), Microsoft purchased AdECN to compete directly with Google's purchase of Doubleclick which owns the AdX ad exchange and Yahoo which bought RightMedia.

First, here is the original link that I added: http://www.adexchanger.com/investment/ad-exchange-adecn-acquired-by-microsoft/

Next, here is a link to a Tech Crunch article which discusses reasons for the Microsoft purchase: http://www.techcrunch.com/2007/07/26/microsoft-acquires-advertising-exchange-platform-adecn/

Here is the NY Times on the acquisition: http://bits.blogs.nytimes.com/2007/07/26/microsofts-ad-exchange/

Here is a follow-up discussing some of the top ad exchanges from an ad industry news source, ClickZ - AdECN is one of the four exchanges: http://www.clickz.com/3630872

To give a sense of further development of AdECN by Microsoft, here is a blog post by Greg Sterling, industry blogger/pundit who discusses AdECN's latest product offerings. http://gesterling.wordpress.com/2008/11/06/msft-rolls-out-adecn-federated-pilot/ Ipsofacto123 (talk) 18:31, 27 January 2009 (UTC)

Yahoo pulled the plug on Right Media Exchange

Right Media is not anymore, since Jan 2014. http://adexchanger.com/platforms/yahoo-finally-pulls-the-plug-on-right-media-exchange/ — Preceding unsigned comment added by 67.169.110.87 (talk) 17:43, 20 March 2015 (UTC)

Propose merge of real-time bidding into ad exchange.

Real-time bidding is what ad exchanges do. Suggest merge. John Nagle (talk) 20:59, 28 October 2015 (UTC)

• I agree. Sambyj (talk) 20:12, 28 January 2016 (UTC)

Yes, but Real Time Bidding is a vast and fundamental concept of its own. Not only does it need a separate article, this article needs to be considerably enlarged! — Preceding unsigned comment added by 2A01:E34:EC21:630:E166:AA69:4F71:3C5 (talk) 10:20, 25 November 2016 (UTC)

I agree. An ad network, though related, differs to an RTB environment which has it's own protocol for getting an ad onto the page. I think anyone from the online advertising industry who interacts with both ad exchanges and RTB vendors would agree. — Preceding unsigned comment added by 92.237.147.26 (talk) 14:20, 12 January 2017 (UTC)

Friends, merging RTB article with ad exchange would be like merging "milk industry" with cow. RTB is an umbrella term that covers under it various players, out of which ad exchange is just one. Actually the bidding does not even happen on the exchange side, but on the DSP side. Please study the subject matters in detail to understand it better before suggesting major changes ;) The RTB supply chain is advertisers > trading desk > DSP < ad exchange < publisher. There is no dispute about this. Mikkokotila (talk) 13:37, 16 January 2017 (UTC)

And nobody in the industry would agree, as ad exchange is just one vendor in the RTB supply-chain. RTB is one method of transacting in the programmatic supply-chain, and programmatic supply-chain is one mode of trading in the online advertising supply-chain. Mikkokotila (talk) 13:38, 16 January 2017 (UTC)

Closing, given consensus not to merge (or, at least, no consensus to merge over more than 2 years). Klbrain (talk) 15:34, 25 November 2017 (UTC)