By 2009, Google had developed DoubleClick Ad Exchange, a much more efficient ad marketplace.
Moran says one area of sustained strength for Google is in the real-time bidding for its Ad Exchange.
And with the Facebook ad exchange, they can reach them using their own data on consumers as well.
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And he's particularly concerned about the company's new ad exchange, a Nasdaq-style online advertising marketplace announced earlier this month.
TechCrunch is reporting that MoPub, a mobile ad exchange that monitors 1 billion ad impressions, saw this happen in real time.
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Another purchase option is Right Media, an online ad network that has hosted since 2003 an open ad exchange similar to DoubleClick's offering.
And on Tuesday, Google announced that it will allow publishers, not just advertisers and agencies, to buy ads on its DoubleClick ad exchange.
Triton Digital, a Los Angeles-based company, has recently built an ad exchange that allows advertisers to automate the buying of online and mobile-audio radio ads.
OpenX products, including OpenX Enterprise, OpenX Market, OpenX Lift and JumpTime provide a unique Software-as-a-Service platform by combining ad serving, an ad exchange, a Supply Side Platform and content valuation.
Those pieces include not only more software features on its phones, but even a run at a new mobile operating system, Tizen, with Intel and a recently announced deal with online ad tech firm OpenX to create a mobile ad exchange.
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Using a stock exchange as a metaphor, the simplest way to explain this ecosystem is, websites have unsold inventory they pass to an ad exchange, similar to a stock exchange, and advertisers utilize demand side platforms, similar to a stock broker, to purchase the inventory.
He sees revenues increasing an average 17% annually in the 2012-2018 period, driven by 20% annual ad revenue growth, thanks to both mobile and the Facebook Exchange ad network.
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Expect Google to push marketers to buy more ad inventory on its exchange, AdX.
Titan is using Vistar's exchange to sell ad space on about 500 of its 1, 700 video screens, with more screens coming online later in the year.
User engagement for online ads will likely increase over time alongside increased fluidity of information exchange, bringing more ad dollars to high-traffic sites.
Using exchanges like the AdMob exchange, developers are swapping ad space within apps.
For Titan, making its inventory available through an exchange allows it to reach ad buyers who control digital budgets in addition to buyers confined to outdoor, said Dave Etherington, Titan's executive vice president of marketing.
At this point, does Murdoch cut a deal with Google, providing content to YouTube in exchange for a cut of ad revenue--or put together his own video consortium with the likes of nbc or Viacom?
The San Francisco firm said it has dozens of clients experimenting with new ways to make money from Chinese users, including offering free digital content in exchange for engaging with an ad or downloading an app.
At this point, does Murdoch cut a deal with Google, providing content to YouTube in exchange for a cut of ad revenue--or put together his own video consortium with the likes of nbc or Viacom (nyse: VIA - news - people )?
Arthur Levitt, chairman of the Securities and Exchange Commission, almost certainly had the same ad in mind a day earlier.
According to Gawker, the exchange began when Lee responded to an online ad posted by a 34 year old single woman.
The outdoor-ad auction system is run by Vistar Media, which launched the exchange in January.
One is an exchange on which marketers will be able to bid for ad impressions in real-time.
Right Media, which was run by Mike who was the CEO, went on to develop one of the first ad exchanges and real-time bidding businesses, the Right Media Exchange.
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Earlier this month, Christopher Lee, a married New York congressman, quickly resigned from the House after Gawker published a shirtless photo of him and an email exchange with a woman in response to her Craigslist personal ad.
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Between its newish Facebook Exchange that allows marketers to target people based on Web browsing habits and new ad formats that look like other ads on the Web, Facebook is clearly aiming to provide marketers with a broad platform on which to reach prospective customers.
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Ad-tracking software provider Marin Software jumped after its initial public offering on the New York Stock Exchange.
In recent months, it released new software tools that give search marketers more access to its ad platform, known as Microsoft adCenter, and in July the company acquired AdECN, an advertising exchange company that aims to host a fully transparent, NASDAQ-style marketplace for ads.
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