PrimeAudience, a global provider of custom audience solutions, has announced its new partnership with Index Exchange, one of the largest independent supply-side platforms (SSPs) worldwide. This collaboration introduces a marketplace on the Index Exchange platform, aiming to improve media buying efficiency through premium, privacy-conscious channels.
The marketplace leverages sell-side decisioning closer to the impression point, optimizing supply quality and campaign performance before bid requests reach demand-side platforms (DSPs). This approach allows advertisers to unlock additional scale within their most valued audiences while maintaining greater transparency and control.
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Both PrimeAudience and Index Exchange emphasize their shared dedication to performance, innovation, and privacy. By integrating PrimeAudience’s advanced behavioral targeting with Index’s marketplace capabilities, advertisers gain earlier access to premium audiences in the supply chain, simplifying activation and enhancing targeting precision. This integration expands addressable scale and transparency while remaining rooted in privacy-centric practices.
Mateusz Rumiński, Vice President of Product at PrimeAudience, highlighted that launching the marketplace on Index Exchange represents a significant opportunity to support advertisers and publishers’ transition to AI-driven predictive modeling amid declining availability of user identifiers. He noted that 84% of UK marketers are likely to adopt such AI-based solutions, and the partnership ensures they can access premium inventory while maximizing performance through AI precision.
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Jared Lansky, Senior Vice President of Platform Partnerships at Index Exchange, added that the partnership empowers delivery of high-performing, privacy-respecting campaigns and expands the addressability and value of premium supply for advertisers. Together, PrimeAudience and Index Exchange aim to create a marketplace foundation that curates and activates proprietary audiences at scale, benefiting both buyers and sellers in the programmatic ecosystem.
This partnership arrives as the industry increasingly prioritizes privacy-compliant, efficient targeting strategies to navigate a cookieless future while maintaining high ad performance and transparency.
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