Index Exchange Launches A Data Marketplace For Sell-Side Curation | AdExchanger

"So much of the recent shift from curating deals via DSP data markets to curating via SSPs instead has hinged on SSPs' proximity to publisher data. SSPs are betting that their close relationships with publishers make them a more appealing place to conduct data sales, rather than upstream marketplace operators like The Trade Desk and LiveRamp. Which is why SSPs are building their own DSP-like data marketplaces with data from third-party brokers."

"Through such a data vendor marketplace, curators gain access to third-party data sets without needing their own integrations, said Michael Richardson, Index Exchange's VP of product for Marketplaces. Curators can pick data sources from a list of companies Index Exchange has already partnered with and activate them in deal IDs across any DSP. Giving curators this control gives them more transparency into the data they're using to build audiences, he added."

"Index Exchange, for one, doesn't collect fees from its data marketplace, just its usual share of the media revenue that ultimately goes to publishers. Through its Data Vendor Ecosystem, Index brings together "the whole gamut" of its data provider partners, Richardson said. This list includes Experian and the curation startup it acquired last year, Audigent, as well as Attain, Audience Town, DoubleVerify, Dstillery, illuma, IRIS.TV, LiveRamp Data Marketplace, Lumen, Mobian, Nano Interactive, Peer39, Proximic by Comscore."

Index Exchange launched a Data Vendor Ecosystem to complement its Marketplaces curation offering and to provide curators access to third-party data without separate integrations. The marketplace lists partner data providers that curators can activate in deal IDs across any DSP, giving curators control and more transparency into the data used to build audiences. SSPs are leveraging proximity to publisher data to compete with upstream marketplace operators by building DSP-like data marketplaces. Some SSPs are also attempting to undercut DSPs on data fees. Index Exchange does not collect additional fees from the data marketplace, taking only its usual share of media revenue to publishers.

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