4c7fdc08_rends__Technology_and_Research__Ad_Exchange
[Category] Key Challenges [Ad Network] Introduced new intermediaries (unsold inventory sold to other networks), complex transactions, overheads and lesser share from same ad dollar. Publishers – Increased time & effort to sell and deliver. Less transparent, inability to optimize inventory for best advertisers. Advertisers - Increased time & effort to buy and track ads. Limited view on quality of inventory and its performance. [Ad Exchange] 
Struggles with the problem of low quality inventory and often caters to lowest remnant inventory. Offers limited potential for rich media buying and selling. Publishers - Revenue potential remains challenging Advertisers - Quality challenges with large number of publishing sites associated with low quality. Need for semantic filtration to verify/compliance of ad servicing.
Difference between Ad Network and Ad Exchange | Media & Entertainment Industry Trends, Technology and Research
Ad Exchange