This is the second article in an exclusive series that explores the complex world of Programmatic Media Buying. If you’d like to suggest a topic, please email us.
Media Buying 101: Ad Networks and Ad Exchanges
In the first installment of this series, you got a quick primer on Programmatic Media Buying. We talked briefly about how programmatic, ideally, makes our lives as media buyers easier.
But the evolution of the ad buying process towards programmatic through the years involves a multi-faceted ecosystem of exchanges, servers, data suppliers, and so much more. Together, all these technological cogs come together to make up the complex programmatic machine (and now-a-days, they can also come in one convenient platform).
Let’s take a step back and talk about this evolution, beginning with Ad Networks and Ad Exchanges. What’s the difference? How and why did they first develop and how have their roles changed in today’s programmatic ecosystem?