Index Exchange, among the market’s largest independent supply-side platforms, is making a bold move to bring the buy side closer to the sell side, allowing demand-side platforms to run bidding logic within its exchange.
The company is pitching its new neutral compute environment, Index Cloud, as a way to drive down costs and improve efficiency in programmatic auctions. It’s also betting that the development could improve healthy competition in the DSP market.
The first DSPs piloting Index Cloud is Bedrock Platform, a two year-old, AI-centric DSP. It’s been testing transactions within the new setup for the last week and a half.
Add A Comment