Index Exchange, JW Player partner for demand marketplace video | Ad Tech | News | Rapid TV News
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Independent ad exchange provider Index Exchange (IX) has entered into a collaboration with the JW Player video platform to deliver high quality video supply to its demand marketplace.

Scott Mulqueen TMBI 15July2020Built on its infrastructure and as part of IX’s commitment to up-levelling its omnichannel capabilities, the partnership is part of the exchange’s evolving strategy to focus on a multitude of digital canvases. With the partnership, IX’s advertising technology solutions will combine with JW Player’s Bidding solution, designed to streamline the header bidding process for publishers, to solve implementation challenges and allow publishers to maximise their revenue. This move will set out to connect eligible publishers’ digital video inventory directly with a diverse pool of demand from advertisers and marketers, unlocking previously untapped budgets.

Implementation on the publisher side is enabled through a single click. The integration also provides the benefit of reduced latency, leading to higher fill rates as well as greater ad revenue. For publishers with the IX Library enabled, Identity buying capabilities are also available via Video Player Bidding and over the course of the next few months, Index Exchange will be announcing additional capabilities around its growing omnichannel offerings.

“At a time when leveraging opportunities to boost ad spend lift is more critical than ever, we’re looking forward to helping our publisher partners maximise their revenue via this partnership,” said Alex Gardner, Index Exchange’s chief revenue officer explaining the partnership. “While we’ve been operating within the video medium for a long time, we’re excited to further evolve and scale our capabilities with this innovative, multi-channel solution.”

“We’re thrilled to be partnering with Index Exchange as we continue to help publishers demystify the complexities of video header bidding,” added Michael Schwalb, co-GM of advertising at JW Player. “Those who leverage this turnkey solution will be able to maximise advertising revenue all while maintaining a positive user experience.”

“For quite a while, the digital marketplace has been challenged with marrying the benefits of header bidding with video advertising,” remarked Scott Mulqueen, vice president, programmatic and data product operations at Trusted Media Brands (pictured). “Being able to work directly with JW Player and Index Exchange, the video technology host and the marketplace respectively, has seamlessly made our video ad inventory available to advertisers. As a result of integrating, Trusted Media Brands premium video inventory is now available for purchase even more efficiently and effectively than ever before.”