The idea of an ad exchange is similar to a stock exchange, where buyers and sellers work through a broker. Similarly, AdECN does not do business directly with advertisers or publishers; it works instead with ad networks, ad brokers, and a few ad agencies that maintain relationships with buyers and sellers, acting as a network themselves.
If you're keeping score, that leaves newcomer ContextWeb and its ADSDAQ exchange as the last independent player standing in the ad exchange space.
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