In an ad exchange, auctions and online advertising spaces (advertising inventory) are auctioned off in real time. For this purpose, publishers (website operators) offer advertising space that merchants (advertisers) can buy to place their advertising materials, such as displays and videos. Supply and demand in real time (real-time bidding) determine the price for the advertising space\/inventory.<\/p>\n
The most important advantage of Ad Exchange is that it gives you control over the KPIs. In contrast to ad networks, which trade in bundled advertising space on a large number of websites, ad exchange platforms offer scalable values such as ad impressions or CPMs<\/strong>.<\/p>\n The advantages are clear, but how much does the inventory on offer and therefore the potential differ in different countries? We compare impressions and prices on the Austrian and – in terms of the advertising volume traded – the same size – the Swiss market.<\/p>\nDisplay inventory of the top 10 ad exchanges in Austria and Switzerland<\/h2>\n
Overview of the available display inventory for UAP + HPA of the top 10 ad exchanges:<\/h3>\n
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\n <\/th>\n Exchange<\/th>\n Impressions AT<\/th>\n Impressions CH<\/th>\n<\/tr>\n \n 1<\/td>\n AppNexus<\/td>\n 2,315,496,724<\/td>\n 2,945,307,786<\/td>\n<\/tr>\n \n 2<\/td>\n DoubleClick Ad Exchange<\/td>\n 1,846,543,729<\/td>\n 2,503,139,645<\/td>\n<\/tr>\n \n 3<\/td>\n O penX<\/td>\n 1,558,788,640<\/td>\n 1,492,836,288<\/td>\n<\/tr>\n \n 4<\/td>\n Index Exchange<\/td>\n 1,301,744,192<\/td>\n 1,344,302,016<\/td>\n<\/tr>\n \n 5<\/td>\n PubMatic<\/td>\n 1,234,873,282<\/td>\n 1.21 6,441,106<\/td>\n<\/tr>\n \n 6<\/td>\n Rubicon<\/td>\n 1,106,980,480<\/td>\n 1,048,957,296<\/td>\n<\/tr>\n \n 7<\/td>\n Improve Digital<\/td>\n 705,674,016<\/td>\n 333,772,368<\/td>\n<\/tr>\n \n 8<\/td>\n Smart RTB+ (Smartadserver)<\/td>\n 447.209.471<\/td>\n 379.447.219<\/td>\n<\/tr>\n \n 9<\/td>\n BidSwitch<\/td>\n 211,016,311<\/td>\n 262,461,860<\/td>\n<\/tr>\n \n 10<\/td>\n ONE by AOL: Display Market Place<\/td>\n 122,286,526<\/td>\n 168,723,564<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n