Index Exchange - TFAQs

These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of May 2020

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The questions fall under three different categories


What is your business model and how do you make money?
We're a global advertising marketplace where premium digital media companies sell their ad impressions transparently and in real time.

Can you outline the full details of the agreement on a booking form / contract?
All of our contracts with publishers explicitly and transparently explain the precise terms of our partnership, fully disclosing the details of our revenue share and the standard fixed fee applied to all ad spend through the exchange.

Will you share who your trading partners are?
We fully disclose this information to clients or potential clients.



Do you own the inventory you sell?

If you don’t own your own inventory then how do you access inventory and which platforms do you use?
We provide buyers access to publisher inventory through our own platform.

Do you specify your media placements and positions?

What insights do you provide back to advertisers?
Index provides detailed reports to all of our buy-side partners. At the advertiser or buyers’ request, we can provide an array of metrics and analytics (be they daily, weekly, monthly, annually, etc.) outlining performance, bids, efficiency, and areas for optimisation. In addition buyers have real-time access to our UI, allowing them to view data pertaining to a variety of metrics (including spend, bids, etc.). We have also proactively created and shared customised dashboards for our buyers, giving them full access to analytics & receipts in relation to their use of our exchange. Furthermore, Index Exchange also provides Client Audit Logs (CAL) which are log level datasets, available via API that track all auction events for buyers and publishers.

Does the inventory you own or access include UGC content?
Yes, we do work with some publishers who have UGC content. However, we follow strict vetting procedures to ensure that all UGC on our publishers’ sites is actively monitored, flagging any activity that may raise brand safety concerns.

What brand safety measures do you use?
Index Exchange strives to operate an entirely fair exchange, employing an extensive initial and ongoing publisher verification process. We take proactive measures to ensure that all creative content, and content on publishers’ sites, is compliant with brand safety requirements. Our Exchange Quality team verifies that all new creatives are reviewed and approved before activated onto the exchange. In addition, we leverage third-party verification partners such as WhiteOps, MOAT, and IAS to minimise exposure to fraud. Any Publisher that does not meet our quality standards will be blacklisted as necessary.

Which industry standards have you been certified against?
TAG Platinum Status for Independent Validation of IQG, Fraud, Piracy and Malware. In addition, IAB UK Gold Standard, JICWEBS and DTSG UK Brand Safety certified.

Do you have a policy in place for ad-misplacement?
Yes, as part of Index Exchange's (IX) commitment to a clean marketplace and delivering high ad quality standards, all ads, domains, and ad products are vetted to ensure they serve the publisher's needs and are not inappropriate. IX conducts human reviews on all creatives passing through the exchange and has procedures in place to ensure that publishers can review, edit, and provide feedback on the quality of their ads.

In the unlikely event that a Publisher encounters an advertisement that does not serve the needs of their site, there is a protocol in place to quickly respond to any Publisher complaints. The Exchange Quality team will further assess the creative's general suitability to serve on IX and then determine the appropriate approach for investigating and resolving the issue. In addition, Publishers have the ability to block specific creatives or brands from displaying on their site through our IX platform.

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Are you happy to share your optimisation tactics?
Yes. As a fully transparent & accountable advertising exchange, our role is to connect buyers and sellers in the most efficient way possible. Index is dedicated to ensuring that all transactions flowing through our exchange are optimised, in line with the terms and conditions to which both parties have agreed.



Under GDPR what legal basis are you providing your services under?
Index Exchange Inc. (“IX”) uses consent and legitimate interest as the legal basis for providing our services.

If consent is the mechanism then can you prove how you obtained it?
IX receives consent from its publisher partners pursuant to the IAB Transparency and Consent Framework.

Are you using the IAB Framework?

What other 3rd party data partners require consent for your business to deliver its service?
Index Exchange does not depend on 3rd party data partners to provide its services.

What do you do with data you obtain from advertiser’s campaigns or data tags?
Index Exchange receives limited rights from its partners to use this data, solely for the purpose of delivering its services.

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?
Yes, advertisers may choose to appoint 3rd party partners for verification and measurement.

Will you provide a link to your privacy and data policies?

Will you share how you build audience, contextual and targeting segments?
Index Exchange does not collect data for the purposes of building audience segments. However, our publisher partners are able to build segments and transact with buyers (on their set terms) using the deal ID protocol.


To find out which other companies have completed the FAQs, please visit our members directory here
Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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Index Exchange

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