What is it: A private exchange is restricted to ad inventory from a small number of publishers, as few as one. A private ad exchange is usually built on a real-time bidding platform, which facilitates ad targeting and retargeting. For example, The Weather Channel’s Category 5 private ad exchange was developed by inventory aggregator AdMeld. Admeld provides advertisers with access to its millions of consumers while the segmentation of inventory and pricing is handled by The Weather Channel.
More in Media

WTF is headless browsing, and how are AI agents fueling it?
AI agents are putting headless browsing back in the spotlight. For media companies, that raises questions: How much traffic is real vs. automated?

How People Inc. is prioritizing traffic and revenue diversification to prepare for AI era
People Inc is preparing for AI’s impact on search and content discovery by focusing on traffic and revenue diversification and direct to consumer relationships.

One year in, Business Insider’s AI onsite search is boosting engagement
Although Business Insider’s AI search tool is currently only used by roughly one percent of Business Insider’s readership, it has significantly increased the engagement of those who do use the tool, with click-through to articles increasing by 50 percent since October.