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How to Find a Reliable Ad Exchange?

by:Jane Wan // Wednesday, October 31th, 2018-02:02 PM


Programmatic advertising is not the future of digital advertising, but now. Ad exchanges are at the center of this revolutionary advertising approach, fueling this huge market growth. As programmatic advertising continues to grow globally, ad exchanges are playing an increasingly important role.

So how can we find a reliable ad exchange? We believe that we need to take into account the platform capability, media quality and advertising quality control, platform transparency, integrated traffic and advertisers.

1. Platform capability

An ad exchange is a platform for advertisers and publishers to conduct advertising transactions. The integrity and maturity of a platform's functions are the primary factors to measure its strength. Specifically, it mainly covers the following aspects.

    Supported integrating methods

In terms of integrating methods for publishers, the current mainstream includes:



• JStag


    Supported ad formats

 • banner

• Interstitial

• native (In-feed)

• video

• rich media

For ad exchange, the more ad formats it supports, the more media traffic it will attract.


QPS is short for queries per second, which is used to evaluate ad exchange size and power. The affordable QPS reflects the processing power of a platform server. In general, the more servers, the better the performance, and the greater the QPS that can be tolerated.

    Global Data Centers

RTB is a real-time transaction process, which requires high response speed for servers, especially for globalized businesses. The geographical proximity to the partner's service node helps to reduce the response latency of communication between servers.

Taking AdView as an example, we have deployed four data centers around the world according to business requirements, radiating different regions:

• Beijing Data Center supports China Mainland.

• Hongkong Data Center supports Hongkong, Macao and Taiwan, Japan, South Korea, Southeast Asia, and India.

• San Francisco Data Center supports North America and South America.

• Frankfurt Data Center supports EMEA (Europe, Middle East, and Africa). 

    Open Auction and PMP

A growing number of ad budgets are tilting towards the PMP market amid concerns about transparency and brand safety. According to eMarketer's latest forecast, in 2018, 19% of the US programmatic advertising share will be invested in the private marketplace and 58% to Programmatic Direct.


So, any ad exchange that wants to survive must take advantage of the trend. For an ad exchange, if you only keep the public market, you will lose a lot of market share.

    Support for Header bidding

In the past year, there have been more and more bidding platforms in the world using Header bidding, and there is a trend of mobile expansion. In the past year, there have been more and more platforms using header bidding, and there is a tendency to move to mobile.

 header bidding.jpg

At least for the foreseeable future, this bidding method will still be popular with the publishers and advertisers, so whether an ad exchange supports header bidding can also reflect the comprehensive ability of the platform.


In a June survey of 255 marketers globally by Demandbase and Demand Metric, only a fifth of respondents did not care that their technology provider put them at risk of violating GDPR, and other respondents were more or less concerned that their suppliers would expose them to legal risk.


For a global ad exchange, as long as the business covers Europe or reaches European users, GDPR cannot be circumvented. Only if it’s in compliance with meets the rules of GDPR, can it avoid legal risks for itself and its partners.

    Customer interface

The customer interface needs to be fully functional and easy to use.

    Supported device types

From desktop pc to laptop, mobile phones to pads, and Internet TV, different ad exchanges support different devices. Since its inception, AdView has been a mobile-focused ad exchange.

2. Media quality control

• Ad anti-fraud ability

• Advertising visibility control

• Brand safety control

The strength of an ad exchange depends on whether it has a mature control system of media quality, how anti-fraud mechanism is, and whether to use industry-standardized visibility indicators.

Of course, the platform generally uses third-party monitoring platforms to enhance the platform's ability to identify fake traffic, ad visibility, and brand security.

3. Advertising quality control

• developer brand protection

• user experience protection

Malicious advertisements such as automatic jumps, drive-by downloads, or other non-compliant advertisements damage the user experience and undermine the trust between users and the media, leading to a decline in media earnings. Strict control of advertising quality is a protection for the developer brand and user experience.

This year, AdView has also partnered with GeoEdge this year to enhance AdView's advertising quality monitoring capabilities, which help to protect media brands and revenue.


4. Platform transparency

Transparency has become a key indicator in the programmatic industry. Why is transparency so important? There are at least three aspects to this.

• Advertising fraud can be significantly reduced

• Give advertisers and media more control

• help advertisers effectively evaluate cooperation

The transparency of prices and data will be an important measure of a trading platform and will become increasingly important in the future. Fairer competition tends to favor the best players. This is also true in the programmatic advertising, where greater transparency can make service providers of ad technologies that offer real value to advertisers even more powerful.

5. inventory situation

• Coverage of premium media

• Global geographical coverage

• Global user reach

The strength of the ad exchange platform, take a look at the inventory of its docking is in the mind. Not only depends on the amount of inventory on its platform, but also the quality.

As for the reach of global users and the coverage of the global region, the radiation capacity of the platform business in the world is considered. Taking AdView as an example, starting from the Chinese market, so the bigger traffic comes from China. However, with the implementation of the company's globalization strategy in the past two years, we have fully expanded the traffic of foreign markets. At present, we have established cooperative relationships with many media in the markets of Europe, America, Japan, Korea, and Southeast Asia, and enhanced our global service capabilities.

6. Cooperative advertisers

Advertisers who cooperate with the platform, especially high-quality advertisers, are the embodiment of the platform's business capabilities. Serve more advertisers to bring more revenue to developers.

7. Conclusion

Since launching its mobile ad trading platform in 2014, AdView has struggled to become a top ad exchange. AdView’s mission is to establish a seamless tunnel and bridge the gap between the global supply and demand through relentless innovation on programmatic ad technology and global infrastructure.

In the demanding side, AdView has integrated with 250+ global DSP partners, including SmartyAds, MobVista, YeahMobi, GroundTruthEngageBDR, NativeAds, etc. In the supply side, AdView has been working with 100,000 + global premium direct publishers, including Ask.fmCheetah MobileWPS360 SecurityMiniclipDailyHuntBuzzvil, etc.

About AdView Technology

Founded in 2010, AdView Technology is a globally leading, mobile first and mobile in-app only ad tech company. AdView Technology runs one of the world largest independent mobile programmatically advertising marketplace and is pioneering in the programmatic ad tech world. AdView Technology’s mission is to establish a seamless tunnel and bridge the gap between the global supply and demand through relentless innovation on programmatic ad technology and global infrastructure.