Earlier this week, Index Exchange Inc. (Index), one of the world’s largest independent ad exchanges, announced Audigent as one of the early adopters of Marketplaces, an omnichannel curation platform aimed at helping partners transact more efficiently via Index’s robust supply footprint and advanced, modern  infrastructure. Curation, the shift of data activation to the supply side, offers buyers increased efficiency and serves as a solution to the signal loss caused by third-party cookie deprecation. As a result, curation has become a $1 billion category and is expected to grow in 2024.

Audigent’s curated PMP offerings are now available within Index Marketplaces to optimize campaigns for buyers, effectively expanding their audience reach across various channels, formats, and media owners. Audigent has been both a first-mover and a leader in developing solutions that will deliver now and into the cookieless future. Audigent’s HadronID is already the 4th most proliferated cookieless ID in the bidstream. Initial campaigns with Index in verticals such as financial services, insurance, pharmaceuticals, politics, and technology have yielded promising results, surpassing performance targets.

“Audigent has focused on building a best-in-class curation stack and we are excited to now be working with Index, one of the world’s leading SSPs,” said Greg Williams, president of Audigent. “Together this solution drives meaningful efficiency not only benefiting publishers but improving outcomes for buyers. It’s a win-win and we look forward to continuing to partner with Index to deliver value and innovation to the market.”

Data activation platforms, curation experts, and commerce media networks are among the businesses that can leverage Index’s Marketplacesplatform to build and customize their offerings efficiently, leveraging Index’s extensive network of globally scaled integrations with media owners and demand-side platforms (DSPs) across various channels including streaming TV, display, video, and mobile app.

“The launch of Marketplaces marks the beginning of a new era in programmatic integrations; one that's more dynamic, efficient, and streamlined,” said Andrew Casale, president and CEO of Index Exchange. “Marketplaces will enable customers to build and curate their unique offerings on top of Index’s extensive supply footprint without having to make duplicative integrations to the same media owners that have traditionally been a prerequisite to scaled success in programmatic.”