Drew Bradstock, SVP of product at Index Exchange, said that before header bidding allowed SSPs to simultaneously bid on the same inventory, SSPs were more likely to have unique inventory, and they could make money by simply selling the inventory they had access to and taking a cut. But with header bidding, several SSPs are ...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.
Drew Bradstock, SVP of product at Index Exchange, said he believes conversation around ads.txt exploded this year in the wake of the YouTube brand safety scandal.
For its on-page bidding, Bauer Xcel hosts supply-side platforms in an Index Exchange wrapper tag, which collects bidders’ code in one place to make it easier to manage and improves page-load times by setting a ceiling on how long bidders have to respond before they are passed over.
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 ...continue reading
Luke Fenney, VP, Publisher Development, at Index Exchange outlined why he believes Header Bidding is ‘great’ for buyers at the IAB UK’s Data and Innovation conference at the British Museum this week. There has been a lot of discussion about header bidding in the last year – much of which has focused on the benefits ...continue reading
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Partnership between AppNexus and Index Exchange; Sizmek Data Hub; Rubicon Project team up with Tapad; Partner Solutions Program at Ooyala; and New CRO for SpotX. AppNexus partners with Index Exchange, signs over 260 publishers With the arrival of ...continue reading
HOLLYWOOD, Florida – On the heels of his company’s expanded partnership with AppNexus, Index Exchange President & CEO Andrew Casale reflects on the benefits of focusing exclusively on supply side clients, becoming “an infrastructure” company and fostering adtech partnerships. Until three years ago, Index Exchange was known as Casale Media, an early proponent of programmatic ...continue reading
This expansion will see both works as partners in each other’s server-side solutions – following on from their agreement to support each other’s header-based wrapper in May 2016. Server-to-server integrations run a unified auction in which supply side platforms act as demand sources and bid on publisher’s inventory. This auction takes places in the technology ...continue reading
Ad publishers envisaging server-side header bidding can now tap into simpler and more ROI-centric delivery platforms. AppNexus, the global ad tech innovation company, has announced a strategic partnership with premier advertisement marketplace Index Exchange. Then two ad tech behemoths will collaborate on server-to-server header bidding delivery solutions. Ad publishers using AppNexus platform can tag alongside ...continue reading