Why would you choose to participate in the Ad Exchange Open Auction?

To reach the widest publisher inventory pool based on your defined campaign targets, and to scale your media buys across screens and exchanges using the right audience signals
To reserve a fixed number of impressions at a fixed price, in a manner similar to a traditional reservation
To get exclusive access to premium packages of inventory often before it becomes widely available
To get an exclusive, advertiser-to-publisher relationship for programmatically purchasing inventory in brand-safe environments without any inventory guarantees