A new collaboration between Elcano, Raptive, and Index Exchange is reshaping how premium creator audiences are activated across programmatic channels, including Connected TV. The companies have announced the launch of Raptive Unison, a curated media product designed to give advertisers direct access to Raptive verified, high quality creator audiences while preserving transparency, performance, and publisher value across the supply chain. The move reflects growing demand in the MarTech and adtech ecosystem for curated inventory that delivers measurable outcomes without sacrificing control or trust.
Raptive Unison is built on a publisher first curation model that aligns creator owned media with advanced supply side decisioning. Through its partnership with Elcano and the use of Index Marketplaces, Raptive is extending its creator audiences beyond traditional digital environments and into CTV, enabling advertisers to reach engaged households at scale. Index Exchange infrastructure supports this approach by allowing enriched data signals and efficient deal execution while maintaining transparency throughout the transaction process.
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At the core of the offering is Victoria, Elcano proprietary AI optimization engine. Victoria analyzes log level performance data to evaluate supply side patterns before bid requests move downstream. By filtering out low value impressions and prioritizing high performing signals, the system ensures that advertisers receive premium inventory aligned with performance goals. At the same time, publishers and partners are able to capture greater value from their audiences while retaining ownership of curation strategies within platforms such as Index Exchange.
Raptive brings significant scale to the partnership. Its creator network reaches more than 226 million unique visitors across over 6,200 digital properties, making it one of the largest and most valuable creator ecosystems in digital media. Using real IP level data sourced from its first party framework, Raptive enables deterministic reach while safeguarding consumer privacy, a growing priority as advertisers navigate regulatory and platform changes.
“When we built Elcano, our vision was to make curation synonymous with efficiency and transparency, not added complexity,” said Kyle Vidasolo, CEO of Elcano. “Raptive’s creator audiences are unmatched in quality, and with Index Exchange enabling scaled curation and upstream decisioning, the application of Elcano’s AI driven optimizations sets a new standard for performance based media.”
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Raptive sees the launch of Raptive Unison as a way to expand creator value into emerging channels. “Partnering with Elcano and Index Exchange allows us to extend Raptive’s passionate creator audiences into CTV environments with a level of intelligence and control that hasn’t been possible before,” said Ryan Maynard, SVP, Programmatic Sales Ops at Raptive. “By combining our unique creator data with Elcano’s AI driven optimization and Index transparent omnichannel curation platform, we’re offering advertisers new precision and accountability while unlocking high impact privacy safe opportunities designed to reach verified households at scale.”
Index Exchange emphasized the broader industry implications of the launch. “Index Exchange is committed to empowering curators and media owners with transparent efficient and data enriched supply paths,” said Steve Roach, Head of Business Development at Index Exchange. “Our partnership with Elcano and Raptive showcases how curated supply can deliver meaningful value to publishers while giving advertisers the performance and clarity they deserve.”
As curated media strategies continue to gain momentum, Raptive Unison highlights how creator audiences, AI driven optimization, and transparent supply infrastructure can converge to deliver stronger outcomes across CTV and beyond.
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