Index Exchange is continuing to expand its presence in the European market through a new supply partnership with Copenhagen-based ad tech company Adform.
Adform recently launched a global supply-side platform (SSP) that’s used by publishers in the U.K. and Europe to make their display ad inventory available programmatically through open and private marketplaces.
The new partnership connects the pipes between Adform and Index, so that North American buyers accessing Index can now just as easily buy from publishers that are auctioning their inventory in Adform’s marketplace.
“Partnering with Adform allows us to continue our momentum in the international market, specifically in Europe and the U.K. where we are seeing a lot of growth,” said Andrew Casale, CEO of Toronto-based Index, in a statement. “When we established our London office with the appointment of James Prudhomme as head of EMEA earlier this year, one of our top priorities was to create strong international partnerships with companies who value quality as highly as we do.”
For Adform, the deal helps skip past a lot of the headaches involved in getting buy-side technology hooked up to a new marketplace. Rather than onboarding dozens of DSPs individually, plugging into an established platform like Index opens up Adform’s inventory to demand from all of the DSPs Index is already working with, like Turn, Google DoubleClick and MediaMath.
Index Exchange has made several similar “demand deals” with exchanges and networks based in the U.S. and other international markets. In July of last year it announced a very similar partnership with Paris-based Smart AdServer, and a few months later it partnered with video platform Unruly Media (recently acquired by News Corp) to onboard more U.S. video impressions.
