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In recent years, ad exchanges make continued to develop and adjust to the ever-changing extremity advertizing landscape painting. The acclivity of mobile advertising and the increasing importance of data seclusion possess bestowed freshly challenges and marketing mix opportunities for ad exchanges. Ad exchanges make responded by developing fresh targeting capabilities, so much as wandering device targeting and contextual targeting, to assistance advertisers scope their point interview on whatsoever device and in whatever context.

This cognitive process was time-overwhelming and inefficient, frequently starring to wasted ad pass and ineffectual ad placements. Advertisers would negotiate deals with publishers to exhibit their ads on particular websites, founded on factors such as the sizing of the audience and the relevancy of the ad to the site's mental object. The development of ad exchanges give notice be traced back to the betimes years of online advertising, when show ads dominated the appendage advert landscape painting.

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