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In fact, RTB, DSPs bid on ad space that is supplied by adexchanges or SSPs, which are platforms that access multiple adexchanges and the winning ad is given to the highest bidder, being loaded nearly instantly on a user’s device.
The Display Lumascape or Luma landscape is the map consolidating various parties coexisting in the ad tech wonderland depending on their functions. Key Companies: ADXPOSE, TRUSTe, privacychoice, Ad-Juster, GHOSTERY. AdExchanges. Key Companies: DoubleClick, OpenX, Facebook Exchange, PulsePoint, Rhythm One.
And more recently from 2010 onwards, the key theme has been privacy. There were a couple of other big acquisitions in 2007 by Microsoft, that acquired the adexchange ADECN, and Yahoo! that acquired the adexchange RightMedia. The 2010 Onwards in Digital Advertising: Privacy. Then we have adexchanges.
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