Created in 2001 under the initial name of Casale Media, Index Exchange is a Canadian ad-tech platform that has popularized the header bidding, this new technology that allows the competition of several SSP (supply side platform). Based in Toronto, Index Exchange is also present in New York and London, and is preparing to move to France. For 100% MATIC, its CEO, Andrew Casale , details the issues of header bidding in the programmatic industry.
100% MATIC: How is Index Exchange positioned?
Andrew Casale: We are not a classic adtech company. First of all, we are independent and Canadian. Initially, when we were created, we were positioned as an adserver and an adnetwork, eventually becoming an SSP. Our 200 engineers are focused on the innovation and evolution of our products for publishers and the media. As we became an adexchange, we noticed that there were a lot of “black boxes” in the transactions and that the commissions were not really transparent. Many publishers do not perceive the benefits of programmatic. That’s why we decided to position our business on a total transparency and made the choice very quickly of the technology of header bidding, which forces the adexchanges to become competitive, and therefore transparent. The aim being to increase the value of the market and profits for publishers.
100% MATIC: Do you intend to evolve your offer on the demand side?
AC: Most adtech companies want to do everything: SSP, DSP, DMP, etc. The full-stack is now the master word! However, it is by keeping our specificity that we can guarantee excellence in our field and compete with major technology platforms like Google. We will stay for the time being positioned on the publishers.
100% MATIC: You have partnered with AppNexus earlier this year. What does this agreement consist of?
AC : Il s’agit d’une intégration server-to-server entre nos deux technologies. Ce partenariat est en fait un enrichissement d’un précédent accord basé sur nos wrappers respectifs. Comme pour du header bidding traditionnel, les intégrations exécutent une enchère unifiée dans laquelle les SSP servent de sources et font une enchère sur l’inventaire d’un éditeur. La technologie est en revanche plus similaire à du RTB. La combinaison de nos deux technologies permet aux éditeurs une meilleure flexibilité pour maximiser leurs revenus tout en gérant le temps de latence.
100%MATIC : Selon vous, quelles sont les prochaines étapes du header bidding ?
AC: The header bidding started to be deployed on the desktop and mobile web display. There is now an important demand for video but which requires more technological complexity because of the double presence of a player and a video adserver, with therefore much more integration work. We are thinking about deployment in OTT and TV. It is not a header bidding itself, because there are no cookies on these media, but the mechanics is very similar. The same goes for mobile apps. Eventually, I think that all marketplaces, whatever the support, will be interconnected in a general way.Read More at Offre Media