To quote > Ad exchanges are driven by a simple demand and supply mechanism. Publishers want to sell ad space on their website to the highest bidder and adverti

To quote > Ad exchanges are driven by a simple demand and supply mechanism. Publishers want to sell ad space on their website to the highest bidder and advertisers want to buy ad units that provide good visibility. This is where an ad exchange comes into the picture. > This digital marketplace is part of the programmatic advertising ecosystem and is powered by real-time bidding (RTB) technology. It connects advertisers on a demand-side platform (DSP) with publishers on a supply-side platform (SSP). Google purchased DoubleClick in 2008 which is the largest such. The problem here is, the SSP is also Google -- Google Search most importantly, YouTube as well. There is more! They also run an ad server. To quote again > an ad server is to ads what WordPress is to content So an advertiser loads their ad into Google ad server for serving the ad then participates at a Google exchange to bid on the price of the ad. This gives Google an astounding amount of insight, fairly similar to insider trading which absolutely should not be allowed. So, they could be forced to spin out the ad server and the ad exchange.