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Demand response (DR) has many beneficiaries in the electricity market. There are independent players who are interested in DR, which include: transmission system owners, distributors, retailers, and aggregators. In this paper DR is introduced as a tradable commodity that can be exchanged between DR buyers and sellers in a pool-based market which is called demand response exchange (DRX). DRX operator (DRXO) collects DR offers and bids from the buyers and sellers. In this paper, a novel approach has been presented for buyers to bid in a DRX market. Also a dynamic approach has been proposed for DR sellers' participation in DRX market. In the proposed approach, the buyers should forecast their loads and energy market prices. An ARIMA method is used for these forecasts. Then, a dynamic approach is proposed for DR sellers in order to maximize their profits. The proposed scheme is tested using Spain market data. The results show the efficiency and accuracy of the proposed approach. [ABSTRACT FROM PUBLISHER]