16 Feb

An Overview of an Ad Exchange

Over on the YPN Blog, Jerri Gillean here in the Eugene Right Media/Yahoo! office contributed an overview of what an Ad Exchange is and some important questions to ask when comparing ad exchanges.

When you’re looking at joining an exchange, ask these questions:

1. Does it work in real time? Using historical data is like checking yesterday’s weather to predict what to wear today.
2. Is it neutral? A neutral exchange simply provides a technology that allows for buying and selling, and…

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