• by Tobi Elkin  @tobielkin, December 15, 2016

Index Exchange on Thursday announced header tag for video. The ad exchange said header bidding for video will help increase publishers’ access to in-stream, large-player-sized video inventory, as well as display and mobile Web inventory.

AppNexus also today debuted a prebid video header-bidding capability.

With video header bidding, publishers can evaluate programmatic video demand from Index alongside their direct sales channel, which Index Exchange said will offer them increased  transparency into the value of video inventory.

Index Exchange said publishers DailyMail.com and LittleThings, a women’s lifestyle site, plan to integrate programmatic video demand into their ad stacks. 

While Index partnered with Canadian broadcaster CBC earlier this summer to launch video header bidding, the company said that today’s announcement marks the product’s launch in the U.S. market.

“We see demand outstrip supply for high quality in-stream video, and therefore efficient allocation of demand within the ad server is crucial to maximizing yield,” stated Matt Wheatland, U.S. director of programmatic at DailyMail.com.