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What are trading desks and what part do they play as a buyer on Ad Exchange?

Question: What are trading desks and what part do they play as a buyer on Ad Exchange?

  • Trading desks are companies that aggregate publisher ad space and sell it to advertisers who wish to advertise on that space.
  • Trading desks use sophisticated targeting capabilities and optimization algorithms to help advertisers and agencies determine the value of an incoming impression and place a bid in order to win that impression.
  • Trading desks are divisions at agency holding companies that can execute exchange buys for the company’s media agencies within the same holding company.
  • Trading desks are companies that trade inventory with other trading desks.

Answer: Trading desks are divisions at agency holding companies that can execute exchange buys for the company’s media agencies within the same holding company.

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