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AdECN is a real-time, auction-based, exchange for online display advertising. It works just like a stock exchange. A member of the AdECN exchange buys on the exchange for its advertisers and sells on the exchange for its publishers.

The member’s advertisers specify in advance how much they are willing to pay based on the visitor’s profile, or the visitor’s past behavior, or the page content, or other factors. Advertisers can bid on a CPM, CPC, CPA, or CPL basis.

When a visitor lands on a website page, an auction is held among all the advertisers — in less than 12 milliseconds, for every single ad impression. The highest bid wins, and that ad is shown.

AdECN was recently bought by Microsoft.

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