← Glossary
Ad Exchange
A marketplace connecting multiple SSPs and DSPs for real-time programmatic auctions.
An ad exchange runs the real-time auction that connects supply (via SSPs, or directly from publishers) to demand (via DSPs), using OpenRTB to broker each impression between the two sides. Some platforms are exchanges only; others, like LtvAdx, combine exchange functionality with ad serving, SSAI, and identity so a publisher doesn't need to integrate a separate exchange, SSP, and ad server as three different vendors.