GroupM Partners With Index Exchange As Hold Cos Lean Into SSPs

▤ Summary

Concentrating demand on Index’s pipes will allow GroupM to negotiate better rates with publishers, curate access to supply and build an identity solution that could work as cookies disappear. As the marketplace continues to mature, having deeper and more transparent relationships on this side of the supply chain will continue to be critical to leverage on behalf of our clients, short and long term.” “We are supporting GroupM with their ongoing supply-path optimization efforts aimed at giving clients buying options and control, with high-quality inventory and market-leading transparency into fees across the entire supply chain,” an Index Exchange spokesperson said. After header bidding allowed publishers to run multiple auctions at once, agencies responded with SPO, which helps them route spend through the most efficient and safest paths to inventory. “If it ends up being perceived by the browsers as an infringement of privacy, they will cut such ad tech companies off,” said Chris Guenther, SVP and global head of programmatic at News Corp. “It’s important that all parties are clear on the business terms.” None of these arrangements are set up for the agency to make money, argued Goode, but rather to get closer to the publisher and drive more spend toward working media.

▦ Linked Companies

SSP

$250M to $500M