New partnership enables in-house teams and agencies to access curated streaming TV inventory with greater transparency, performance, and control
Index Exchange Inc. (Index), one of the world’s largest independent supply-side platforms (SSPs), has partnered with InterMedia, a performance-driven TV agency modernizing the legacy agency model for today’s converged linear and streaming TV landscape. As part of the collaboration, InterMedia is introducing Curation-as-a-Service, powered by Index Marketplaces. The solution enables media buyers to access performance-optimized streaming TV inventory with greater transparency, flexibility, and control directly within their existing demand-side platforms (DSPs).
For more than 50 years, InterMedia has helped brands connect media spend to real business outcomes. Today, the agency supports a wide range of marketers, from fast-growing direct-to-consumer (DTC) brands to category leaders across CPG, insurance, healthcare, and fashion, who demand accountability, agility, and measurable performance in their media investments.
With Index Marketplaces, InterMedia is introducing a new hybrid agency model that pairs 50 years of direct-response TV planning expertise with the flexibility of programmatic buying. InterMedia curates premium CTV supply through Index Marketplaces and makes InterMedia’s TV buying power and direct publisher relationships available inside the media-buying platforms brands use in-house. This allows InterMedia to give sophisticated in-house teams the ability to activate premium inventory themselves while still benefiting from InterMedia’s strategic planning, measurement, and optimization support. The result is a more agile and transparent approach that preserves brand control over activation while delivering the insight and guidance of a full-service agency.
“This is what the future of streaming TV should look like: transparent, strategic, and designed around outcomes,” said James Wilhite, VP of product at Index Exchange. “By leveraging Index Marketplaces, InterMedia is delivering curated streaming TV packages powered by sell-side decisioning, making premium supply smarter, more accessible, and more accountable to the goals that matter to modern marketers.”
At the core of this capability is sell-side decisioning, Index’s ability to optimize supply paths closer to the impression. By determining which inventory reaches the DSP based on campaign-specific goals and real-time data signals, InterMedia can build and manage curated marketplaces tailored to each client’s KPIs. This drives new levels of performance and efficiency in upper-funnel channels such as streaming TV. Through Index Marketplaces, InterMedia will be able to curate CTV supply contextually and optimize inventory using real-time performance insights from the sell side.
“Sophisticated brands are demanding more control over how their media is activated and are increasingly building in-house buying teams,” said David Nyurenberg, SVP of Digital at InterMedia. “Our partnership with Index allows us to evolve the traditional agency model, giving clients the premium supply, strategic guidance, and TV expertise they expect from a seasoned TV agency, while fully supporting their need for greater transparency and direct control over activation.”
With Index Marketplaces, media owners also benefit from increased visibility and access to demand through curated and high-quality packages without sacrificing control over their data, pricing, or economics. As programmatic buying of streaming TV continues to grow, this partnership sets a new standard for how media buyers, agencies, and technology partners can collaborate to drive smarter, more aligned outcomes across the ecosystem.
