Maya Robertson
Index Exchange has launched its Data Vendor Ecosystem, a new addition to its Index Marketplaces platform that allows advertisers, agencies, and curators to access and activate third-party audience and contextual data directly on the sell side — without added platform or data fees.
The move underscores a broader shift in programmatic advertising, where supply-side platforms (SSPs) are taking on more of the data activation process traditionally managed by demand-side platforms (DSPs). By enabling data-driven audience curation closer to the publisher, Index Exchange aims to simplify deal-making and improve transparency across the programmatic supply chain.
The Data Vendor Ecosystem provides advertisers and curators with a centralized marketplace to browse and apply third-party data segments — such as demographic, contextual, or behavioral insights — across multiple demand-side platforms.
According to Michael Richardson, VP of Product for Marketplaces at Index Exchange, the tool lets curators “work more directly with those embracing sell-side decisioning” and create more precise, transparent media products.
The ecosystem draws from Index’s extensive data partnerships, including Experian, Audigent, Attain, DoubleVerify, Dstillery, LiveRamp, Peer39, Proximic by Comscore, Samba TV, and The Weather Company, among others. Buyers can select data segments from these providers and combine them with publisher inventory to create custom deal IDs.
For advertisers, this setup eliminates the need for multiple third-party integrations and offers more direct control over how data is applied to programmatic deals. For publishers, it expands access to premium audience intelligence without disrupting existing revenue flows.
One of the most notable aspects of Index’s launch is its no-fee policy. Unlike other SSPs or DSPs that charge fees for data activation or curation, Index Exchange said it will not collect additional revenue from data usage beyond its standard publisher share.
“Every advancement in programmatic should make the system more efficient and valuable for all participants,” said Alex Gardner, Chief Revenue Officer at Index Exchange. “There are no hidden tolls or platform taxes — the full value flows directly to vendors and publishers.”
This model contrasts with other marketplaces that often add multiple layers of fees, reducing the share of ad spend that reaches working media. By removing these costs, Index aims to strengthen trust between buyers, publishers, and data providers while improving the efficiency of transactions.
For data vendors, the ecosystem offers a scalable way to monetize audience segments without managing complex integrations or contracts. Each vendor maintains control over pricing, permissions, and reporting, while Index handles operational processes such as billing and access management.
“Whether you’re Experian with millions of household-level insights or a smaller contextual data startup, this gives you an immediate route to market,” said Greg Williams, President of Audigent, a data curation company acquired by Index Exchange last year.
The model also benefits curators and agencies by streamlining access to diverse datasets. Those who previously relied on DSP-side curation or manual matching of advertiser and publisher data can now use Index’s infrastructure to scale audience targeting more efficiently.
Since its 2024 debut, Index Marketplaces has seen rapid adoption across North America, Europe, and Asia-Pacific, powering hundreds of millions of impressions daily. Agencies including dentsu, Butler/Till, Icon Media Direct, and InterMedia have already been using the platform for programmatic deal curation.
The introduction of the Data Vendor Ecosystem expands these capabilities by embedding data directly into the supply path — a trend known as sell-side curation, which allows more decision-making to happen closer to where media is sourced.
Industry observers say the timing reflects a broader shift toward transparency in ad tech economics, as advertisers push to understand how much of their spending goes to actual media versus intermediary fees.
The Data Vendor Ecosystem is now available in early access for Index Marketplaces clients, with full availability expected in the coming months. Index plans to extend the program to media owners in 2026, enabling publishers to leverage the same audience data for their own inventory packaging and monetization strategies.
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