Ad exchange

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Ad exchanges provide a sales channel to publishers and ad networks, as well as aggregated inventory to advertisers. They bring a technology platform that facilitates automated auction based pricing and buying in real-time. Ad exchanges’ business models and practices may include features that are similar to those offered by ad networks. For the purposes of the IAB Networks & Exchanges Quality Assurance Guidelines, the definition of an ad exchange excludes technology platforms that only provide tools to enable direct media buying and selling between exchange participants.