Over the last few days there has been a great deal of industry concern about Index Exchange’s decision to deploy a systematic program of non-transparent bid manipulation through bid caching without communicating it to brands, agencies, DSPs or publishers.
For the record, our view on this is straightforward. Bid caching is not acceptable. It hurts brands, agencies and DSPs because it disregards their explicit real-time decisions, increases the prices they pay and creates significant brand safety risks.
We have never even considered, let alone conducted, bid caching. Indeed, we have never been aware of any other legitimate exchange conducting bid caching. This is not just about transparency, it is about market and company integrity.
At OpenX we have committed our business, through sustained investments in technical innovation, transparent market rules and anti-fraud systems, to drive transparency and trust for the marketplace.
We’ve made this sustained investment because we think it is in the best interest of buyers and sellers, the overall programmatic industry and – vitally – because it is reflective of our company’s core values.
For the record, our view on this is straightforward. Bid caching is not acceptable.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.
