On the journey towards the democratisation of digital advertising, the Wrapper has evolved from its beginnings as a revolution over the waterfall to a platform product with a robust ecosystem. Index Exchange believes it is now time for the next stage of our product. We are proud to announce the Index Exchange Wrapper will now be known as the IX Library.
Publishers’ Key Challenges
Today, publishers face many challenges when choosing a Wrapper solution:
Difficult to Choose the Right Solution – The ad tech industry is saturated with different header bidding solutions. These solutions all claim to be better than, and differentiated from, each other. Upon closer inspection, one can see that often these solutions offer the same capabilities but are just named or packaged differently. This leads to confusion for publishers and often leads publishers to believe that header bidding, in general, has become commoditised.
Costly to Evaluate the Right Solution – Because it is difficult to evaluate different header bidding options, a publisher needs to devote many internal resources to properly review and choose the right solution. On top of that, some publishers deploy multiple header bidding solutions at the same time and have to decide how best to implement the various solutions so they all get access and proper priority to the publisher’s inventory. These advanced setups require more involved testing and maintenance which compounds the challenge, thereby, draining more of the publisher’s internal resources.
Risk of Choosing the Wrong Solution – With the difficulty and cost of evaluating and choosing the correct header bidding solution, a publisher risks choosing a sub-optimal header bidding solution and thereby risks losing revenue by choosing a technology that is not right for their individual business needs. To add to this dilemma, if a publisher realises that it has chosen the wrong solution, the process of evaluating and choosing begins again.
The IX Library
The IX Library represents the next evolution in header bidding at Index Exchange, by offering a best-in-class technology that combines cutting edge features such as Adaptive Timeout with customisable and managed serviced solutions to publishers. It also brings people-based buying to all publishers regardless of their header bidding solution.
With the IX Library, you can:
Enable People-Based Buying on All Header Bidding Platforms – No matter which Header Bidding solution a publisher uses, IX offers Identity Library, a lightweight framework to add Real-Time Identity (RTI) Adapters to existing wrapper solutions. This solution is Platform Agnostic, e.g. IX, Prebid, etc. Through RTI, all publishers can enrich their bid requests with user data, allowing for a people-based buying experience.
Leverage a Best-in-Class Technology – The IX Library is the market-leading header bidding solution offering publishers advanced features that maximise their revenue and give them the right granular insights to make solid business decisions. The IX Library includes Real-Time Identity Adapters, which enriches the publisher’s bid requests with user data, enabling a people-based buying experience. It also includes Bidding Adapters, giving Publishers access to the largest pool of quality demand partners in an independent exchange. Finally, it includes Library Pulse, an analytics solution that gives publishers the insights they need to make the best business decisions.
Tailor A Solution to Meet Your Individual Business Needs – No matter which header bidding platform a publisher uses, IX offers a solution that will enable them to improve their monetisation. For publishers who handle their Bidding Adapters in a third party header bidding solution, IX offers the Identity Library, which enriches their bid requests with user data and brings people-based buying to the publisher. For publishers who want to leverage the IX Bidding Adapters, we offer two solutions that allow them to leverage our best-in-class technology but also the flexibility to meet their individual business needs. Custom Library allows the Publisher to install all adapters into their advertising code, allowing them to customise the IX solution to meet specific business needs. Wrapper Library is a managed service that requires little installation work by the Publisher. All three IX Library solutions come with access to the IX team of experts.
IX Library is comprised of three types:
- IX Identity Library: A lightweight framework to add Real-Time Identity (RTI) Adapters to existing wrapper solutions e.g. Prebid.
- IX Wrapper Library: Formerly known as the DFP Auto Wrapper. Our most popular product offering, with little integration work required by Publishers. It includes access to all adapters including RTI Adapters, and it automatically connects to GAM.
- IX Custom Library: Our most versatile product, which allows Publishers the ability to integrate RTI Adapters and Bidding Adapters in to their own advertising code on the page. Our most customisable product offering that works for any use case, not covered by the above two libraries.