Executive Summary (This is a document excerpt)

Online ad exchanges introduce an ad sales model that serves both ad buyers and sellers by opening access to inventory and pricing based on market demand. Smart advertisers and publishers will seek to join an exchange immediately, selecting a partner that is transparent, supports desirable media, and offers an open architecture. As exchanges evolve, Forrester expects that they will supplant ad servers, force ad network consolidation, and gradually infiltrate offline ad sales.

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