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.

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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.

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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)

casalemedia.comMarketing
indexww.comMarketing

Frequently Asked Questions

Must Index Exchange be blocked without user consent?

Yes. Index Exchange sets tracking cookies, syncs user IDs across buyer platforms, and shares visitor data through real-time bidding auctions. It must not load until the visitor grants explicit marketing consent.

What does Index Exchange do when its script runs on a publisher page?

Index Exchange participates in Prebid.js header bidding auctions, submitting real-time bids to fill ad slots. It sets user identification cookies, syncs IDs with demand-side platforms via pixels, and fires impression and click tracking events for campaign measurement.

How does ConsentStack manage Index Exchange?

ConsentStack blocks Index Exchange scripts until marketing consent is granted. As a registered IAB TCF vendor, ConsentStack can pass TCF-compliant consent signals to Index Exchange once a visitor opts in, enabling compliant programmatic ad auction participation.

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Manage consent for Index Exchange

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

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