Company optimizes recently updated exchange architecture to support specific CTV needs for media owners and buyers
Index Exchange Inc. (Index), one of the world’s largest independent ad exchanges, today announced new connected TV (CTV) capabilities that continue to optimize its re-architected omnichannel exchange built to address existing inefficiencies within the market. The newly introduced capabilities include deals targeting dimensions that allow media owners to merchandise their premium inventory more efficiently, giving buyers the ability to better curate inventory that matches their marketing strategy and ultimately driving more ad spend to publishers. The capabilities were built specifically for CTV buying.
“We’ve spent the last year improving and innovating for our omnichannel platform, adding significant capabilities to set up a seamless experience in creating and executing deals on our exchange. This has allowed us to connect leading media buyers with relevant, premium inventory, and efficiently execute these deals with great results,” said Evan Krauss, senior vice president of buyer development at Index. “Index is reimagining CTV advertising, helping marketers make the most of their investments while bringing clarity and transparency to the supply chain.”
The first buyer to leverage Index’s newly introduced capabilities MNTN, the leader in performance TV, who has hundreds of top brands leveraging their self-serve platform to buy CTV optimized for direct-response marketing goals.
“MNTN has to be extremely selective with supply sources in order to deliver top performance back to our clients,” said Spencer Weinman, head of publisher partnerships at MNTN. “With Index’s updated deal capabilities and its commitment to curated services, we are able to proactively work at connecting to the best market deals when it comes to both quality inventory and specific variables of passthrough. We are proud to partner with Index to transform TV advertising.”
MNTN is also taking advantage of Index’s updated Volume Incentives Program, and is the first customer to sign up for the program focused exclusively on CTV. Index’s program brings traditional volume-based pricing discounts to programmatic; buyer discounts are transparent and are applied in the auction, reducing the CPM paid through the DSP. Between the major holding companies, a number of independent agencies, and some of the largest brands in the world, Index has saved buyers approximately $8 million through the program.
Index is a preferred partner of the world’s largest media owners, providing buyers with a direct path to premium ad inventory and allowing them to reach their audiences across any screen.
