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Programmatic & Buying

Ad Exchange

The auction-driven marketplace that sits between SSPs and DSPs, matching buyers’ bids to sellers’ DOOH inventory in real time.

Also known as: exchange

Source: OAAA Digital OOH Primer

Related terms

Supply-Side Platform Software media owners use to make their DOOH inventory available to many buyers at once, connecting their screens to demand via an exchange. Demand-Side Platform Software advertisers and agencies use to buy advertising programmatically, deciding which available impressions to bid on across exchanges. Real-Time Bidding An open-auction model where buyers bid in real time for each available impression. Used in DOOH but with venue/loop constraints that differ from web RTB.

See also

Research
PG vs PMP vs open exchange: a decision treeFill rate & the no-bid realityThe DSP/SSP landscape for DOOH