Free whiteglove setup from a ConsentStack Concierge
Index Exchange

Index Exchange

Programmatic advertising exchange (SSP) used by publishers to monetize inventory through header bidding. The IX script participates in Prebid.js auctions, submitting real-time bids to fill ad slots on the page. Sets cookies to sync user IDs with buyer platforms for audience targeting.

Back to Vendor Library

Overview

Index Exchange is a major programmatic advertising exchange (SSP) used by publishers to monetize ad inventory through header bidding and real-time bidding auctions. It is one of the most widely deployed header bidding partners in the ad tech ecosystem.

What This Script Does

  • Integrates with Prebid.js or other header bidding wrappers to participate in client-side bid auctions
  • Submits real-time bids to fill display, video, and native ad slots on publisher pages
  • Sets cookies (__cfduid, IX-specific cookies) for user identification and bid optimization
  • Syncs user IDs with demand-side platforms and buyer platforms via cookie sync pixels
  • Transmits bid request data including page URL, ad slot dimensions, user cookie IDs, and browser metadata to Index Exchange servers
  • Fires impression, viewability, and click tracking events for campaign measurement

Consent & Compliance

  • Consent category: Marketing
  • GDPR/ePrivacy: Index Exchange sets cookies for user identification and participates in RTB auctions that transmit personal data to demand partners. Requires explicit opt-in consent. Index Exchange is a registered TCF vendor.
  • CCPA: Bid requests share user identifiers and browsing data with multiple advertising buyers, which may constitute sale of personal information. Honor opt-out and Do Not Sell signals.

Should You Block This Without Consent?

Yes. Index Exchange is ad tech infrastructure that sets tracking cookies, syncs user IDs across platforms, and shares user data through real-time bidding auctions. It must not load without explicit marketing consent.

Is Index Exchange GDPR compliant?

Index Exchange typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Index Exchange can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Index Exchange, not on Index Exchange itself.

Visit website

Consent Categories

Marketing

Also Known As

index exchangeIXIndexExchangeheader biddingSSPprogrammatic exchangeprebid adapter

Industries

Marketing and AdvertisingBusiness and Consumer ServicesComputers Electronics and TechnologyProgramming and Developer Software

Tracked Domains (2)

Index Exchange's trackers are common, seen on about 13% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

casalemedia.comMarketing

casalemedia.com is a marketing domain operated by Index Exchange, used to serve ads, build audiences, and measure ad conversions. Seen on about 13% of scanned sites.

indexww.comMarketing

indexww.com is a marketing domain operated by Index Exchange, used to serve ads, build audiences, and measure ad conversions. Seen on about 3% of scanned sites.

Frequently Asked Questions

Related Vendors

Criteo
Criteo
Specializes in commerce media retargeting, serving personalized product ads to users who have previously browsed or purchased from retail sites. The Criteo OneTag fires on product and confirmation pages to log catalog item views and conversions. Syncs user identifiers with retailers to power cross-site product recommendations.
Tapad
Tapad
Cross-device advertising and audience extension platform. Tapad's device graph links phones, tablets, and desktops to the same household or individual for unified frequency management and cross-screen campaign targeting.
Amazon.com
Amazon.com
Present on third-party sites through Amazon Associates (affiliate tracking), Amazon Advertising pixels, and AWS-hosted assets. The Associates script fires conversion events when users arrive from Amazon affiliate links. Amazon Advertising's pixel tracks product page views and purchase events to build retargeting audiences on Amazon's ad network.
Verizon Media
Verizon Media
Audience data and programmatic advertising platform operated by Verizon Media (now Yahoo). Scripts sync user identifiers and fire behavioral events across Verizon's owned-and-operated properties and partner network to power targeted advertising.
Lotame Solutions
Lotame Solutions
Data management platform (DMP) used by publishers and advertisers to build and activate audience segments. The Lotame Crowd Control script fires on page load to collect behavioral signals and assign users to interest-based segments. Uses a universal cookie to sync audience data across Lotame's network of publisher and advertiser partners.
OpenX
OpenX
Supply-side platform that connects publishers to programmatic ad buyers via real-time bidding. Typically present via a header bidding adapter that participates in Prebid.js auctions. Sets a sync cookie to match user identifiers across OpenX's network of demand partners.

Manage consent for Index Exchange

ConsentStack automatically detects and manages Index Exchange trackers so your site stays compliant with global privacy regulations.

Get started free