IX Perspectives

Index Exchange Integrates Facebook Audience Network Bidder into Header Tag Wrapper

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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 the inception of the wrapper, we have consistently collaborated with top demand sources in order to connect our clients with premium demand at scale. Having all demand sources integrated via a single wrapper enables a parallel auction and a unified performance view that is necessary for putting choice and control firmly in the hands of media companies.

Coming fast on the heels of the announcement of our upcoming support for server-side header bidding, this further cements Index Exchange’s commitment to growing where our publishers need us. Our top priority remains to connect our publishers with premium demand at scale while minimising their operational complexity and preserving and enhancing user experience.

“We’ve been working closely with Facebook’s team to develop shared best practices that benefit publishers, advertisers and their user experience. The programmatic industry is at a key inflexion point, and we’re pleased to have such a well-respected partner who is also looking to move the market towards a fair bidding environment for all advertisers and media companies.”

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