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.
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