Digital Advertising Exchanges
Automated markets for buying, selling, targeting, measuring, and settling online advertising impressions in real time.
Core metadata
- ID: digital_advertising_exchanges
- Era: Modern
- First known date: 1989 (decade)
- Region: Global / multiple regions
- Review status: structurally_validated
- Maturity: N/A
Prerequisites
Dependents
- Digital Video Streaming Platforms (digital_video_streaming_platforms)
- Streaming Music Platforms (streaming_music_platforms)
Fields
- None.
Node sources
- OpenRTB (IAB Tech Lab, 2024, official_agency) • Supports: node
Locator: IAB Tech Lab defines real-time bidding as transacting media by putting an individual ad impression up for bid in real time through a programmatic auction. - OpenRTB API Specification Version 2.5 (IAB Tech Lab, 2016, official_agency) • Supports: node
Locator: Specification describes RTB transactions initiated when an exchange or supply source sends bid requests to bidders.
Prerequisite edge evidence
Edge/source evidence summary:
- Prerequisite edges: 3
- Average edge confidence: 68%
- Prerequisite sources: 0
- expert_inference: 3
| Prerequisite | Type | Confidence | Evidence level | Note | Sources |
|---|---|---|---|---|---|
| Search Engines (search_engines) | enabling | 68% | expert_inference | Search engines improve ad discovery infrastructure, but real-time digital ad exchanges do not strictly require public search indexing. | No sources recorded. |
| E-Commerce Platforms (e_commerce_platforms) | enabling | 68% | expert_inference | E-Commerce Platforms provides a capability that enables this technology without being the only possible path. | No sources recorded. |
| API Economy (api_economy) | enabling | 68% | expert_inference | API Economy provides a capability that enables this technology without being the only possible path. | No sources recorded. |
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