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 Online ad exchanges work by enabling advertisers to define the audience they want to reach, and how much they are prepared to pay for each online ad impression.
For media agencies and their clients, online ad exchanges offer a number of potential efficiencies when buying display advertising at scale. Advertisers use real-time bidding technology to make an informed decision on the price to bid for each impression through an online auction. As an online ad impression becomes available, potential bidders assess the opportunity based on their knowledge of the impression, coupled with data and analysis from prior performance and behaviours, and the potential value to their business. As a result, buying through online ad exchanges is a highly efficient and flexible method of delivering display advertising at scale.
When buying through an online ad exchange, the advertiser or media agency takes on an increased level of control and is responsible for reaching the target audience and delivering against campaign objectives. In order to buy on the Microsoft Advertising Exchange, agencies need to have the technology to bid and a contractual relationship with the Microsoft Advertising Exchange. This is often done through specialist trading desks within media agencies.
Find out more about:
Microsoft Advertising Exchange
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