Toronto-based Index Exchange has announced a new partnership with New York’s Bounce Exchange that will offer new advertising technology and inventory to clients.
At the heart of the deal is Bounce’s exit intent technology, which the company says is as close to 100% viewable as one can get and works independently of conventional ads on a webpage. The technology monitors mouse activity on a given webpage to predict when the user is about to leave, and then delivers a separate ad at the user.( The technology is on display at the company’s own website, which serves ads to those about to close its browser tab.)
“The way that [Bounce] has constructed this whole solution, it really feels like a win-win for all participants,” said Alex Gardner, Index Exchange’s senior vice-president of platform solutions. “Publishers are getting new supply, we are getting access to premium inventory and the buyers are getting something they haven’t seen before.”
Speed is something that particularly impressed Index about Bounce’s technology, as it can load “beautiful ads” at a pace that is “well ahead” of the industry average, according to Gardner.
“Bounce has this really unique caching capability, so the speed at which they can deliver these ads are pretty incredible,” he said.
The deal can be traced back to Alec Greenberg, Bounce Exchange’s general manager of advertising operations, who used to do work with Index Exchange while at another firm. Gardner said that Greenberg recognized Index had unique capabilities, flexibility and technical prowess while doing interesting things as a platform, so he helped facilitate the connection.
“He explained to us how [Bounce] is working with very, very premium publishers, but in an unconventional way,” Gardner adds. The end result is a complementary partnership between Index and Bounce that offers incremental revenue for publishers and won’t cannibalize on existing sales.
“We can help support Bounce’s efforts,” Garner said, adding that the partnership is attractive for publishers seeking new revenue streams that aren’t intrusive and maintain the quality of user experience.
“We can make those connections between Bounce and our own publishers.”