According to Wikipedia, an ad exchange is a technology platform that facilitates the bidded buying and selling of online media advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory. Ad exchanges can be useful to both buyers (advertisers and agencies) and sellers (online publishers) because of the efficiencies they provide. The most prominent platforms of ad exchanges online are, AppNexus, RightMedia and DoubleClick. Only professional and experienced marketers can use ad exchanges with good results and on more structured and bigger businesses too.
Whereas Safelists have to do with E-mail advertising which are easier to use and less technical for most online advertisers. They are also very suitable for small businesses to advertise very widely online particularly when you factor in that many Safelists have very large Directories with a very wide reach. Many are also very free for marketers to use. For a business like SFI, I believe Safelists are better and more effective to use because of the peculiar nature of the business.
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