Index Exchange Inc. (Index), one of the world’s largest independent supply-side platforms (SSPs), today (7th October, 2025) announced the expansion of Index Marketplaces with the launch of its Data Vendor Ecosystem, a growing portfolio of high-quality data providers whose audience and contextual segments can be activated directly on the sell-side without added platform fees or custom integrations. 

Since its 2024 debut, Index Marketplaces has become a cornerstone of the sell-side decisioning movement. The platform now powers hundreds of millions of impressions daily across North America, APAC, LATAM, and EMEA, and adoption of the platform more than tripled year over year by the first half of 2025. Today, agencies such as Butler/Till, dentsu, Icon Media Direct, and InterMedia, along with companies such as Big Happy, Chalice, Cognitiv, Genius Sports, inPowered AI, PadSquad, Scope3, SeenThis, Smart Supply by AI Digital, and Tatari are leveraging Index Marketplaces for a variety of use cases, showing how widely the platform can support different strategies across the ecosystem. 

"Index Marketplaces has truly revolutionised the industry by enabling startups like inPowered AI to innovate directly on the sell side," said Pirouz Nilforoush, co-founder and president, inPowered AI. "With the launch of the Data Vendor Ecosystem, startups will be able to take that innovation even further, creating faster, smarter solutions that deliver real outcomes for advertisers and publishers. We’re proud to be a part of this movement with Index Exchange."

The Data Vendor Ecosystem extends the momentum of Index Marketplaces by making premium audience intelligence directly available on the sell-side. Rather than relying on fragmented partnerships or custom integrations, data flows seamlessly into curated deals, giving marketers greater precision and speed while ensuring transactions remain transparent and accountable. 

For data vendors, it unlocks a simple, scalable path to bring high-value segments to market. It also gives new providers the ability to reach all DSPs, while offering agencies and marketers more choice in how and where they activate data. By managing the operational complexity of billing, permissions, and reporting, Index ensures the ecosystem can focus on what matters most: delivering better outcomes across the open internet. Unlike other models in the industry, Index does not charge data fees. Every dollar flows directly to the data vendor and the publisher’s media, ensuring the clearest, most efficient economics in market.

"Every advancement in programmatic should make the system more efficient and more valuable for all participants," said Alex Gardner, chief revenue officer of Index Exchange. "The Data Vendor Ecosystem is designed without additional Index fees on data usage. There are no hidden tolls or platform taxes, ensuring the full value flows directly to vendors and publishers. This approach reduces friction, broadens choice, and supports a healthier, more competitive marketplace."

Early launch partners for the Data Vendor Ecosystem include Attain, AudienceTown, Audigent (a part of Experian), DoubleVerify, Dstillery, Experian, illuma, IRIS.TV, LiveRamp Data Marketplace, Lotame, Lumen, Mobian, Nano Interactive, Peer39, Proximic by Comscore, Samba TV, and The Weather Company.

"We’re excited to collaborate with Index Exchange on this initiative, bringing marketing data and supply together in one place," said Ali Mack, vice president of ad tech at Experian Marketing Services. "With Experian audiences now available for activation, advertisers can accelerate workflows, strengthen addressability, all while benefiting from the transparency and choice that Index Marketplaces delivers."

The Data Vendor Ecosystem is now available for Index Marketplaces in early access, giving buyers access to a growing network of premium data providers and data segments. The ecosystem will also extend to media owners in 2026, further connecting supply and demand through transparent, efficient audience activation.

Index Exchange

Index Exchange is a global advertising marketplace enabling media owners to grow revenue by helping marketers reach consumers on any screen, through any format. Headquartered in Toronto, Index has nearly 20 years of experience accelerating the ...

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