Abstract: A policy-based, supply-side ad request edge router includes a processor, a network interface coupled to the processor, and non-transitory computer-readable media including code segments executable on the processor to implement a routing method. In an embodiment, the routing method includes providing a policy plane including a plurality of policies P1, . . . PN, providing a data plane, receiving an ad request from a supply source via the network interface, imposing the policy plane on the data plane, and sending the ad request to at least one demand source based upon at least one of the plurality of policies.