Ad Networks and Exchanges are transforming the way media is traded. The world of online advertising is forever evolving, and there’s always some new technology powering the transition; enabling better ways of connecting with the audience and measuring returns on investments. There are a plethora of technology platforms and service providers in the online advertising ecosystem including Selling Side Platforms (SSPs), Demand Side Platforms (DSPs), data aggregators, analytics providers, ad exchanges, ad networks, mobile ad networks and social media entities. The advanced technology ecosystem enables advertisers to devise and execute the most relevant marketing campaigns. Technology does play a decisive role; however, sometimes it may get cumbersome to manage the complexities involved. To deliver the right message to the targeted audience in the desired manner, it would require advertisers to have deeper customer insights, devise high-end targeting strategies, and utilize cutting edge technology tools.