¿Qué método de compra utilizan los intercambios de terceros?

Third-party exchanges primarily utilize open auctions, also known as real-time bidding (RTB). In an open auction, multiple advertisers bid simultaneously for ad impressions, and the highest bidder wins. This method allows for broad access to inventory and competitive pricing, which is characteristic of how third-party exchanges operate to maximize publisher revenue and advertiser reach. Private auctions involve a limited, pre-selected group of buyers and are more common in private marketplaces (PMPs) or direct deals, not typically the default for general third-party exchanges. Fixed-price auctions are less common in programmatic advertising as they remove the dynamic bidding element that optimizes value for both buyers and sellers.