How Header Bidding Empowers Buyers The North Star of advertising has always been getting the right message in front of the right person, in the right place, at the right time. Before the broad adoption of header bidding, buyers faced significant obstacles on their journey – such as limited visibility into inventory, inconsistent access to ...continue reading
A year ago, LittleThings began testing video header bidding with Index Exchange’s wrapper tag and has since added a handful of supply-side platforms to its wrapper.
JDN. Index Exchange est un acteur majeur de l’écosystème adtech en Amérique du Nord mais vous êtes moins connu en Europe. Comment vous positionnez-vous ? Andrew Casale (Index Exchange). Nous sommes une société familiale canadienne au contraire de la plupart de nos concurrents qui sont américains et soutenus par des fonds d’investissements. Nous avons donc une philosophie complètement ...continue reading
The second promise of header bidding was to offer buy-side access to 100% of a publisher’s inventory, as opposed to the scraps and remnants available from ad-server waterfalls. “Buyers could now start to move premium, high-CPM campaigns from traditional, insertion-order-based buys into programmatic platforms”, said James Prudhomme, managing director EMEA, Index Exchange.
Auction dynamics implemented by supply-side platforms often confuse ad buyers. In order to provide more transparency, exchanges like OpenX, Index Exchange and Rubicon Project all started experimenting with first-price auctions, where the highest bidder determines how much an impression gets sold for.
The new programmatic offering is available via a partnership with global ad marketplace Index Exchange.
This is why publishers have been partnering with their former rivals to achieve greater scale and impact from user data and insights. One such collaboration is a consortium (Index Exchange is a launch partner) that will help buyers and publishers leverage a common identifier that, with broad adoption, would drive more value than industry silos with proprietary ...continue reading
Ad tech companies frequently pivot whenever a business model doesn’t work out. And sometimes, this really pays off. Moat became an ad measurement juggernaut after it scrapped its crowdsourced marketplace meant to connect ad creators with brands, while Index Exchange became a popular header bidding vendor after it pivoted away from being an ad network.
AppNexus and Index Exchange have the broadest adoption of their adapters and wrappers, according to the first-ever Header Bidding Index – a report from ServerBid, an Adzerk spinoff that builds wrappers for the demand side.
In this piece, members of the IAB’s Display Trading Council – in particular Adform, Index Exchange, Integral Ad Science, PubMatic, and Rubicon Project – discuss the importance of industry collaboration and the steps that need to be taken in order to achieve it. The IAB strongly believes in building a long-term future for digital advertising. ...continue reading
“The Trade Desk and White Ops are two of Index’s important partners, and we believe this initiative will provide more transparency in programmatic buying,” Will Doherty, vice-president of business development at Index Exchange, said. “Not only will this partnership be beneficial for advertisers and diminish buyer concerns surrounding fraudulent impressions, but it will serve as ...continue reading
Will Doherty, Index Exchange, VP of business development, added: “The Trade Desk and White Ops are two of Index’s important partners, and we believe this initiative will provide more transparency in programmatic buying.”
