A Diamond in the Rough – ads.txt

Written by Steve Sullivan, VP Partner Success Last week’s announcement from the IAB introducing the ads.txt initiative comes at a time when brand safety and clean supply chains are under an intense spotlight. A public record of Authorized Digital Sellers (ADS) will make it harder for bad actors to introduce tainted or stolen inventory into our ecosystem, taking advantage of publishers and buyers alike. Efforts like this should be adopted immediately, as it is our chance to clean up the digitalRead more

Improperly Implemented Header Bidding Tags Cause Page Slowdown and Decreased Revenue for Publishers

Written by Gabriel DeWitt, VP Technical Operations It seems like lately there is no such thing as a slow week in header bidding, with each week bringing new advancements, new learnings, and new controversy. These last few weeks have been no exception. Since the advent and rising popularity of header bidding wrappers, the new technology has been plagued with an undeserved reputation for increasing latency and hurting page performance. This reputation has continually perplexed those on my solutions team, as timeRead more

Insights from IX Open: Exploring Programmatic Opportunities

At IX Open, Index Exchange’s first-ever executive conference, publishers and buyers delved into the full suite of programmatic options at their disposal. From PMPs to s2s, all available choices for partners to increase yield were examined, as well as how best to leverage them. The Great Wrapper Shakeup Drew Bradstock, SVP of Product at Index Exchange, discussed in his presentation the incredible options that sellers, buyers and ad tech providers have and how they can combat unwarranted ad tech costsRead 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

The Inception of a Wrapper, Neutrality and a Look Ahead

By the summer of 2015, Index Exchange (along with our peers in the marketplace) was actively, albeit manually, integrating header bidding into publisher sites at great scale while realizing the advantages it could bring to the industry at large. While header bidding has since delivered on the promise of greater transparency, competition and more revenue for media companies, our publishers came to us at this time to expose a pain point: arduous implementation. After talking with several of our mediaRead more