• by Tobi Elkin  @tobielkin, January 29, 2016

Index Exchange on Friday announced a partnership with Integral Ad Science that will enable Index Exchange customers to take viewability, fraud, brand safety and ad clutter into account with each media transaction, providing publishers with greater transparency into their media.

Index Exchange can deploy a pixel from Integral Ad Science that offers full visibility into media quality on its exchange. Index Exchange is then able to share that information with its publishers, so that both parties are able to quantify, measure and optimize accordingly. Integral’s ability to provide discrepancy-free measurement makes sure both buyers and sellers see the same numbers when optimizing, trafficking or transacting on viewability.  

"The upshot is that “there’s more validation of our supply from the demand side, and that means more advertisers for our publishers,” Andrew Casale, CEO of Index Exchange, told Real-Time Daily.

"There are a lot of different currencies of measurement out there, and we’re not here to pick and choose — we want to support them all, and let buyers choose the ones that are most important to them,” Casale said.

"We think that everybody in the industry benefits from openness and knowledge sharing. By adopting an industry standard like Integral’s, we’re making that easier to do by reducing friction and making the process more seamless.”