Advertising exchange

Advertising exchanges are platforms where marketers and other people involved in advertising can buy the remaining advertising space open in online publications, after those publications have filled as much of their space as possible with their primary clients. The space is then filled with the advertisements of the purchasing party on a temporary basis.^[1]

References

1. Stephanie Clifford (July 29, 2008). "Ad exchanges prove leftovers aren't so bad". International Herald Tribune. Retrieved May 22, 2014.