Ad exchanges, the technology platforms that seek to bring efficiency to ad impression buying, are gaining popularity and interest with online marketers. Much like paid search, ad exchanges offer advertisers transparency in an auction-based model where buyers and sellers let the technology play matchmaker based on the value of each and every impression.
Like search management platforms, DSPs bring all accounts into one tool for centralized management and reporting, but demand-side platforms do more than simply bring efficiency to handling multiple ad exchange accounts. They act as a central hub for handling whatever data you can bring in to help with the real-time bidding valuation that is crucial to successful ad exchange management.
Read the full story and check out what iMedia Connection columnist, Josh Dreller highlights about Turn.