Since the advent of header bidding, Index Exchange has focused a great deal of engineering effort on creating a platform out of our core Wrapper product – one that seamlessly integrates major ad tech partners throughout our industry. We believe our publisher clients deserve a diverse selection of ad tech partners to address their equally diverse monetization and user experience needs.
On this Valentine’s Day, in loving dedication to serving publishers and the interconnected system of partners supporting the creation of digital content, we are excited to announce the debut of the Wrapper Ecosystem – a leap forward in accountability through the public availability of unminified source code, a codification of partner conduct, and tools, processes and documentation allowing our peers more democratized access to the platform. The goals of the Wrapper Ecosystem are to:
- Illustrate the inner workings of the product, and our ecosystem rules of the road
- Formally define operational principles and allow adapter partners accessible insight into their performance
- Simplify adapter certification, maintenance, and deployment processes.
Illustrating the Inner Workings of the IX Wrapper
Defining our Principles
We published a Wrapper Code of Conduct to guide the adapters in building technology aligned with the spirit and requirements of the Wrapper Ecosystem – a fair and robust environment oriented around publishers’ needs. In addition, to provide our peers visibility into their adapters’ performance, we’ve given them Domo reporting access. These reports will help provide additional insights to inform future development and opportunities for innovation. Finally, to support accessibility, we published extensive documentation around the certification process in our Knowledge Base.
Simplifying Certification, Maintenance, and Deployment Processes
The updated partner code repository now allows partner adapters to develop, certify, and maintain adapters at their own pace – independent of IX tech teams. The Adapter Development Suite (ADS) provides QA tools to help our partners test their own code within a production-environment wrapper during development, thus highlighting potential bugs much earlier in the development cycle. We have streamlined all communication with partner adapters via a ticketing system to expedite the development process. Additionally, a new mass release tool allows us to push finalized adapter updates to all eligible publishers in a timely, non-disruptive fashion without requiring publisher work.
We know the success of digital advertising on the open web requires collaboration among technology platforms. The Wrapper Ecosystem is our next big step in supporting the continued growth of this community.