Index Exchange x The Trade Desk’s “Trading Academy”

Index Exchange’s President and CEO Andrew Casale recently sat down with The Trade Desk’s CEO, Jeff Green, to discuss the benefits header bidding can bring to both buyers and publishers. The conversation was featured in The Trade Desk’s Trading Academy video series, an educational program featuring executives throughout the industry working to demystify the ins and outs of programmatic advertising. Hear Andrew’s take on the implications of header bidding, and be sure to check out the Trading Academy to learnRead more

Index Exchange Integrates Facebook Audience Network Bidder into Header Tag Wrapper

Today marks an exciting day for Index Exchange as we officially announce Facebook as the latest demand source to be integrated into the Header Tag Wrapper. Through this integration, media companies leveraging the wrapper will now be able to access demand from Facebook Audience Network. At launch, publishers taking advantage of this integration  include AMI, Business Insider, Elite Daily, Fusion Media Group (Gizmodo, The Onion, Fusion, Root), Mashable, The Washington Post, and The Weather Company, an IBM Business.  Since theRead more

5 Questions to Ask When Considering Server Side Header Bidding

Server side integration has become the latest buzziest phrase in ad tech, raising a lot of questions from our partners as they consider if server side header bidding is right for them. We’ve pulled together the most commonly asked questions for a deep dive into the tradeoffs involved, how s2s works, and why now. Please click to view our full whitepaper: 5 Questions to Ask When Considering Server Side Header Bidding.Read more

Video Header Bidding Does Work and Is Happening Today

It’s not surprising that a shadow of doubt has been cast upon video header bidding in recent days. Historically, new innovations and new ideas cause skeptics to raise concerns about changing current practices – just think of what the horses thought of Ford! This concept couldn’t be more true than in the programmatic world. Header bidding for display originally had many detractors, but it was proven that it could deliver more revenue for publishers in a more transparent manner. TheRead more

Overheard at IAB ALM

Last week was a big week for Index Exchange as we had the opportunity to meet with many of our partners at the IAB’s Annual Leadership Meeting in Hollywood, FL. We had a number of engaging discussions, did a lot of listening, and had an opportunity to share that Appnexus and IX will have mutual support for server-side header bidding solutions. With 2017 off to a fast and furious start, we wanted to take a moment to share a fewRead more

The Header Broke the SSP, and Could Take Second-Price Auctions Down with It

We’ve seen the return of industry chatter about the second-price auction model and its place in programmatic. Many will remember debates on the model reported in industry trades going back years. In 2012, Esco Strong from Microsoft penned the infamous piece, “Second-Guessing the Second-Price Auction Model.” I wrote a byline about the topic in 2012 discussing the limitations around the auction model and how its dynamics could improve once demand caught up to supply. So why is the second-price auctionRead more

Cyber Monday: A Peek Into This Year’s Holiday Season Buying Trends

The day we (in the advertising industry) have been waiting for all year has finally come! In this highly competitive time for our industry, there are things that we – programmatic believers – can learn from, apply to future strategies and observe about the changing landscape of our growing space, as evidenced by Monday’s cyber activity around the world. Cyber Monday is a great way to see what the world’s top marketers are after and what they are willing toRead more

Sold! An Inside Look on Net vs Gross Bids

This post is dedicated to all publishers engaged in header bidding today, as an advisory. I will cut right to the chase: I am talking about NET vs GROSS bid prices submitted via the header. Where net represents the bid price offered, with sell-side margin factored in by the vendor, and gross price does not build in the cost of the vendor’s service. Simply put, net prices reflect the dollar value that goes directly to the publisher’s pocket. Gross pricesRead more