The Ad Units That Aren’t Subject to Upward Market Pressure and Why

Publishers get advertising on their sites in a few different ways (this post on the header tag wiki outlines the three primary methods clearly). As an advertising exchange, or a digital marketplace for publishers to sell selected inventory to advertisers, Index Exchange connects publishers to the marketplace through tags on the page or through the header tag (i.e. the first line of HTML code on the architecture of a page). While the majority of advertiser spend within the Index ExchangeRead more

How Header Tag Has Grown

When I joined Index Exchange in July, I had no idea WTF a header tag was and how it related to a programmatic auction. However, the internal enthusiasm for this thing instantly struck me. Given the excitement and well-argued point of view that running an auction through a header tag could very well alter programmatic forever, I knew it was something that the research department needed to dig into. Thus, Index Exchange’s first research piece focused on header tag-run auctions.Read more

The Two Biggest Days in Digital Advertising

I don’t know about you, but I am giddy to see the holidays wrap up. The stress around securing gifts, balancing time between family and friends, and arranging travel is for good cause, but rarely missed come calmer months. As a digital advertising researcher, however, the holiday season is thrilling. Spend from brands eager to reach the right consumers pours into the programmatic marketplace and unique approaches taken by brands and industries emerge. The rabid marketing taking place during thisRead more

Programmatic Holidays: Week Four

To understand how brands allocated programmatic spend over the 2015 holiday season, we took a look at the biggest brand buyers from the Sunday before Thanksgiving to the end of December. This post focuses on the week of December 13th. Overall spend through Index Exchange increased five percent from Week 3 to Week 4 of the programmatic holiday advertising season. We saw a six percent increase in open exchange spending and four percent increase in private marketplace spend. The volatilityRead more

Programmatic Holidays: Week Three

To understand how brands allocated programmatic spend over the 2015 holiday season, we took a look at the biggest brand buyers from the Sunday before Thanksgiving to the end of December. This post focuses on the week of December 6th. Week 3 of the programmatic holidays was the strongest week of the season to date. Open exchange spend remained virtually the same from Week 2 (November 29th to December 5th) to Week 3 while private exchange spend increased 10%. SomeRead more